Audemars Piguet Queen Elizabeth II Cup

Luxury Swiss watchmaker Audemars Piguet and the Hong Kong Jockey Club left no stone unturned in hosting an exclusive party at the Parade Ring and Forecourt of the Happy Valley Racecourse in Hong Kong, one of the city’s most coveted venues, to mark the start of the annual Queen Elizabeth II Cup.

The tournament has been a fixture in Hong Kong’s events calendar since 1975 and Audemars Piguet has been its principal sponsor for the past 13 years. The QE II Cup, as it is popularly known, is a Group One Thoroughbred Horse Race that is run at a distance of 2,000 metres in April.

With a two-month lead-time, live communications agency Uniplan was tapped to organise the event. Darren Chuckry, the company’s director of events, recalls that the brief asked for “three key elements: horse racing, timeless glamour and an international flair”.

“It was a 360-degree service and the scope of work included the conceptualisation of the event theme, entertainment, event management and production,” says Chuckry. “Various elements were factored in to create a powerful experience that night, from incorporating various entertainment at key points of the programme to special lighting to maintain the look and feel of luxury and glamour.”

As it was an outdoor event, Uniplan managed the installation of marquees that covered an area of more than 300 metres. The venue was designed with set pieces that evoked style and a sense of excitement. Guests, many of whom were film and music celebrities, arrived to a red-carpet welcome complete with waiting photographers on the sidelines as they were ushered to the cocktail marquee lounge, where an array of canapés and champagne were being served.

Guests entered the Parade Ring of the Hong Kong Jockey Club along a pathway lit by luminous balls, producing an electric atmosphere that sparked the evening off nicely. The event opened with a modern dance that enchanted the spectators, using dramatic high-fashion costumes that embodied the style and elegance of 20th century horse racing.

“It rained all day but the marquees ensured that the event experience was achieved with energy and style despite the weather,” Chuckry says.

One of the night’s key entertainment highlights was the special performance by Canadian artist Cindy Gomez. The multilingual Gomez with her strong voice and on-stage charisma captivated everyone with pulsing songs that got everybody dancing. The event gained full momentum as the DJ and entertainment took over to create a vibrant atmosphere for the enchanted evening.

The gala event offered guests, horse-racing enthusiasts and watch lovers a unique opportunity to see Audemars Piguet as a lifestyle brand that continuously reaches for the stars through its tradition, excellence and audacity.

Fast Facts

Event: Audemars Piguet Queen Elizabeth II Cup Prelude Party

HOST COMPANIES: Audemars Piguet and the Hong Kong Jockey Club

VENUE: Parade Ring and Forecourt, Happy Valley Racecourse

DATE: April 29, 2011

EVENT ORGANISER: Uniplan Hong Kong Ltd


Leave a Reply

Your email address will not be published.

You may use these HTML tags and attributes:

<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>