Racing Through Time
Talking to younger generations
As part of the Digital Communication Workshop in collaboration with Chopard, students from the Master in in Luxury Brand Management were tasked with elevating Chopard’s presence among both existing audiences and younger target groups. Their objective was to create a concept that seamlessly combined the essence of Chopard’s products with immersive experiences, staying true to the values of both Chopard and Mille Miglia.
Building on the brief, the students developed the concept of “Racing Through Time”, aiming to inspire new generations to co-create a legacy that bridges past and future. This concept connected Chopard’s timeless heritage with Mille Miglia’s forward-looking spirit. Recognising that today’s audiences, particularly younger ones, seek connections beyond mere ownership, they identified a growing desire for intergenerational sharing.
Talking to younger generations
As part of the Digital Communication Workshop in collaboration with Chopard, students from the Master in in Luxury Brand Management were tasked with elevating Chopard’s presence among both existing audiences and younger target groups. Their objective was to create a concept that seamlessly combined the essence of Chopard’s products with immersive experiences, staying true to the values of both Chopard and Mille Miglia.
Building on the brief, the students developed the concept of “Racing Through Time”, aiming to inspire new generations to co-create a legacy that bridges past and future. This concept connected Chopard’s timeless heritage with Mille Miglia’s forward-looking spirit. Recognising that today’s audiences, particularly younger ones, seek connections beyond mere ownership, they identified a growing desire for intergenerational sharing.
Project Leader | Mentor
Annamaria Tartaglia
Project Authors
Shivani Hemanth
Jagoda Pola Stormann
Maria Francesca Broggini
Irmak Çelik
To bring this idea to life, the students crafted an experiential journey that merged Chopard’s rich heritage with modern aspirations. This journey unfolded through a three-phased campaign approach, beginning with the “Timeless Archive Exhibition” as a pre-event activation during high-traffic occasions like Design Week, designed to build brand awareness and create buzz. It continued with “Masterpieces in Motion”, focusing on in-person showroom experiences to launch the campaign, and concluded with “The Enduring Moment”, a series dedicated to post-event engagement that emphasised digital amplification and webrooming.
Throughout the campaign, key activations included interactive in-store exhibitions, exclusive customisation options, VIP events, immersive augmented reality experiences, and emotionally-driven digital storytelling. These elements provided opportunities for personalisation, community building, and hands-on engagement.
Rather than preserving heritage as something static, the students reimagined it to resonate with evolving audiences.
