The objective for this project was to design a experiential pop-up store for Rolex launching their "Oyester Perpetual Watch Collection". The design's imperative was to go beyond typical retail, forging an immersive environment where the oyster shell form dictates the very architecture, along with a captivating central attraction— a holographic pearl. Every detail, from the palette to the selection of materials was curated to give a cutting-edge, tactile brand experience.