This year, Swiss luxury watchmaker Hublot, aligns the stars of sport and art in Miami for a spectacular Hublot Loves Football celebration
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Miami knows no bigger a party than Art Basel, and football knows no bigger a celebration than the FIFA World Cup™. Bringing these together, Hublot paid tribute to its longstanding campaigns ‘Hublot Loves Art’ and ‘Hublot Loves Football’ using South Beach Miami as a backdrop, and Fashion Designer and Artist Mira Mikati’s colorful aesthetic, to bring to life what is central to art and football: play, creativity, and dreams.
Hublot has been a longstanding authority in all codes and colors of football, first establishing itself as an Official Timekeeper in the sport in 2008, and true to the brand’s philosophy “First, Unique and Different”, was the first luxury brand to align with the world’s game (and America’s fastest growing sport). Fourteen years later, Hublot remains the Official Timekeeper of the English Premier League, the UEFA Euro™ and continues this year as the Official Timekeeper and Official Watch of the FIFA World Cup Qatar 2022™, where the brand is present on and off the field through the 4th referee board, referee smart watch and screen integrations. Hublot has partnered with legends of the game, amongst which Pelé and Kylian Mbappé to name just a few.
Back in Miami, Hublot sports equally impressive on-field stats, celebrating Hublot Loves Art in Miami for the 11th consecutive year where its legendary activations have gained almost as much fame as some of the brand’s long standing artists partners (including Shepard Fairey, Maxime Plescia-Buchi, Richard Orlinski and Samuel Ross). This year, Mira Mikati’s joyful designs shined in Miami, adorning a nighttime pool party like no other and with an exhibition of fifteen of her custom designed footballs imagined with Hublot’s football legends: Women’s FIFA World Cup Champion Alex Morgan, Pelé, Kylian Mbappé, Laure Boulleau, Marcel Desailly, Didier Deschamps, Luis Figo, Ada Hegerberg, Roberto Martinez, José Mourinho, Alexia Putellas, Hervé Renard, Xherdan Shaqiri, Gareth Southgate, David Trezeguet. The colorful Hublot Loves Football world was brought to life by immersive experiences imagined by Mira Mikati, bringing guests playful installations that explore color, design and light. Canadian DJ, recording artist, environmental activist, streaming/tech-junkie, crypto-nerd, entrepreneur and magician BLOND:ISH fueled the sounds of the evening, mixing into the early hours of the morning with guests Tyreek Hill, Dustin Johnson, Kendrick Simpson, Quincy, Devon Windsor, Shea Marie, Charlotte McKinney, and Halima Aden.
Given Hublot’s signature intersection of sports and art, it was only fitting that the brand showcase two of its latest releases side by side. The MP-09 Tourbillon Bi-Axis 5-Day Power Reserve Rainbow and the Big Bang e FIFA World Cup Qatar 2022™, two watches that represent Hublot’s unique identity: the fusion of exceptional savoir faire and innovation.
Hublot also commissioned Mira Mikati to design an exclusive set of limited-edition bracelets, custom made for the Big Bang e FIFA World Cup Qatar 2022™ and inspired by her technicolor world. The bracelets echo the dream footballs imagined by friends and ambassadors of Hublot, featuring playful stars and rays of light, and the Hublot Loves Football logo designed exclusively for the campaign by Mira Mikati.
Art and football: two universes brought together by Hublot in Miami to celebrate playfulness and creativity. Thank you Mira for imagining this joyful Hublot Loves Football campaign that celebrates art and sport in such a unique and different way. With this campaign we wanted to show how Football and Art can connect people and bring to light dreams and hope of people around the world. Hublot has been celebrating art in Miami over 10 years now and this edition is very special because it is the first time that our two worlds: football & art, are brought together. This is the Art of Fusion – Hublot Loves Art, Hublot Loves Football!
RICARDO GUADALUPE
HUBLOT CEO