Panerai, Richemont
An Extraordinary Special Operations Experience, Florida.
Panerai initiated an extraordinary mission in Okeechobee, Florida, collaborating with the U.S Navy SEALs to offer participants a chance to endure intense training akin to the SEALs. I was selected as Panerai’s creative partner to bring this immersive experience to life.
- Immersive Storytelling
- Full Creative Direction
- Budget, Planning & Location Management
- Brand & Campaign Integration
An extraordinary journey with the Panerai Xperiences Program.
I produced a highly immersive, exclusive experience for thirty valued clients to participate in a three-day long Navy SEAL experience, with simulated exercises, to conduct realistic training in conjunction with US Navy SEALs, to prepare for future missions and as a culmination to each day, I designed multi-sensory, authentic SEAL dinners.
I explored all it takes to become an elite Navy SEAL, the history of this extraordinary special force and what bonds them together as brothers in the field and in battle. Told over three days of design, history, food and storytelling, the immersion touchpoints triggered escape and evade, gear and equipment, physical training, tactical pursuit and recovery.
From bespoke, visual design and gastronomy, I produced a creative solution to bring alive this highly physical and emotional journey to bring the guest closer to the experience of becoming an authentic Navy SEAL, whilst integrating Panerai’s brand ethos.
I led a design studio that developed the visual identity across all touchpoints, from transport vinyl wraps to bespoke training guides, props and SEAL aides. My challenge was to curate three distinctly unique dining experiences to round-off each day, as well as to bring the overall story-arch that connected the whole experience together.
Producer
I produced all creative direction, physical assets and experiences for this highly complex, immersive showcase for Panerai.
Design
I designed, sourced and delivered all elements of the menu and food service across all days, including the creative dining experiences to a superior, luxury level. This was no easy thing, considering we were working in swamp land, Florida.
Travel, Logistics and Legal Planning
I managed a team both in the UK and in the US to deliver this project. The logistics were often complex, involving multiple people. One key success was negotiating highly stringent legal complexities from Richemont, ensuring liability and risk was mitigated across the project.
The Highlights
My challenge was to curate three distinctly unique dining experiences to round-off each day after participants had finished their training with the Navy SEALs. I incorporated terrain, flavour profiles, textures, locations and history into each dinner to ensure these meals felt authentic.
A Sense of Camaraderie
A meal for the coming together and being there as a team; the comradeship of the SEALS, in service, and the mutual trust and real sense of camaraderie among those involved. I referenced the time spent outside of the training; the mess tent; the banter; the passing of time; and the stories of the brotherhood.
The Wilderness Dinner
Here I took guests out into the Floridian wilderness for more of a rustic, but by no means less sophisticated multi-course meal. I decided to base the menu around the acronym SEAL: Sea, Air and Land which awarded a wealth of creative freedom. Still with the intention of promoting the formation of relationships between guests and veterans in mind, it took the idea of breaking bread to a whole new level.
The Historic Navy SEALs
Three days of gruelling simulated exercises and forged relationships would always lead to this moment: a finale, multi-course dining experience set in The Navy SEAL Museum, Fort Pierce. I opted to have mirror-topped tables to represent the idea of self-reflection, and exotic florals interspersed, with authentic ‘mission’ props from the museum’s archive, representing the jungles of Vietnam. Each course, from ‘Captain Phillip’s’ rescue to the ‘Apollo 13’ recovery, represented a different legendary mission as I told different stories from SEAL history through gastronomy.
What The Client Said
AVP, Marketing & Communications, Panerai, Richemont
Gallery
This experience was truly life-changing. To work alongside Panerai and the Navy SEALS was a once-in-a-lifetime adventure that I will treasure forever. It pushed every level of creativity, production and logistical expertise.
