TAG Heuer in Dubai Mall, Dubai 2024

As TAG Heuer returned as the Official Timekeeper of Formula 1, Electra was proud to support the brand’s comeback with the production of a bold and visually captivating window display—an homage to the speed, precision, and spirit of motorsport.

Working closely with the client’s concept, our team brought the design to life through carefully crafted details. Custom lighting, inspired by F1 traffic lights, signaled movement and control in the brand’s iconic red, yellow, and green. A striking visual of an F1 racetrack anchored the display, instantly immersing viewers in the high-performance world of Formula 1.

At the heart of the installation, a bespoke frame with an illuminated WE ARE BACK lightbox delivered a confident, celebratory message—marking TAG Heuer’s strong return to the racing scene.

This project reflects Electra’s ability to deliver high-impact retail experiences with precision, creativity, and seamless execution.