Working in conjunction with Kennedy and IWC Schaffhausen, 3 Degrees executed the opening of the new IWC boutique located at 360 Collins St, Melbourne in conjunction with the Grand Prix Formula 1.

The IWC Boutique and the Collins St footpath was transformed into a luxury cocktail space with a menu designed and delivered by Shane Delia and his renowned Maha Restaurant team. Cocktails for the event were curated by Melbourne’s best cocktail bar, The Ugly Duckling. Formula 1 World Champion and IWC ambassador Lewis Hamilton was the key special guest, who unveiled the boutique along with IWC CEO Christopher Grainger-Herr and Kennedy Executive Chairman James Kennedy. Parked outside the activation, on bustling Collins St, was Lewis’ Formula 1 car, which was popular with the public and increased the social media presence from the event.

The event included a captivating Q&A with Lewis Hamilton, hosted by Australian Financial Review Magazine editor, Matthew Drummond as well as a performance by Kate Ceberano.

The intimate cocktail event comprised of premium lifestyle media and celebrities as well as Kennedy and IWC key customers and clients. The objective of the evening was to launch the new boutique to media and key guests. 3 Degrees managed all event components from pre-event concepts to post event reporting.

Coverage was published across leading titles such as the Herald Sun, AFR Life & Leisure, Vogue and RUUSH along with timepiece publication; Hours and Minutes.


Event Concept, Guest List Management, Food & Beverage Design, Event styling, Event Logistics, PR & Media Engagement, Communications Strategy, Influencer Management, Photography & Content Creation and VIP Guest Services