A building standing in a natural landscape, a man is walking toward the building.

Audemars Piguet

An original experience by makemepulse and Audemars Piguet

The House of Wonders

VR / XR / MR
Strategy
Design
Real-Time 3D
Immersive Experiences
AR

An original experience by makemepulse and Audemars Piguet

To celebrate its 150th anniversary, the Fine Watchmaking Manufacturer Audemars Piguet partnered with makemepulse to create a trilogy of immersive experiences that reimagined how Haute Horlogerie could be explored in the digital age. Through a unified ecosystem spanning web, augmented reality and WebXR, the Manufacturer opened its world to new generations of curious minds - transforming storytelling into discovery, craft into interaction, and heritage into play.

With engagement rates reaching 80% and dwell times averaging 10 minutes, these experiences did not simply commemorate 150 years — they invited audiences to take part in it. Each project formed a chapter in a larger narrative: The House of Wonders website as the digital destination, Portal Quest as the bridge between physical and digital worlds, and The Journey of an Idea as a poetic exploration of imagination and creation.

The House of Wonders website: The Digital Heart of the 150-Year Celebration

To reflect 150 years of creativity, expertise and innovation, Audemars Piguet launched The House of Wonders, a playful, immersive website that blended education, storytelling and gamification to open the world of Haute Horlogerie to a new generation. Built using real-time 3D and CGI, the platform invited visitors to explore 20 interactive rooms, each crafted to showcase a facet of the Manufacturer’s heritage, collections and savoir-faire.

From games and quizzes to product highlights and legacy stories, the House of Wonders served as the central digital hub for a year of activations and content releases. With intuitive navigation and micro-interactions inspired by the precision of watchmaking, the experience was built to be discovered, shared and explored time and time again.

Gallery

A golden telescope, aimed toward the full moon, framed by a half horloge that serves as its window.

Golden clockwork structure with spiraling gears and a small white rabbit in front of a half-clock window under moonlight.

Futuristic vault with robotic arms working on a suspended rock inside a metallic, blue-lit chamber.

Green-lit library with floating papers, an open book, and a suspended pocket watch above a cluttered desk.

Pink-lit display room with vintage objects and a neon sign reading “THE BEAT GOES ON.”

Gallery

Embroidered patch of a mountain landscape with the text “THE ACHIEVER” and “AP” on top.

Embroidered patch of two blue elephants with the text “THE AUDACIOUS” and “AP” on top.

Embroidered patch of a sheep with a magnifying glass with the text “THE BINGE WATCHER” and “AP” on top.

Embroidered patch of the AP building with the text “THE CONNOISSEUR” and “AP” on top.

Embroidered patch of a magnifying glass with the text “THE DETECTIVE” and “AP” on top.

Embroidered patch of a record player with the text “THE FREE SPIRIT” and “AP” on top.

Embroidered patch of a AP employee outfit with the text “THE NEWBIE” and “AP” on top.

Embroidered patch of a clock surrounded by two rabbits with the text “THE RACER” and “AP” on top.

Embroidered patch of the moon with the text “THE STARGAZER” and “AP” on top.

Embroidered patch of the inside of a watch with the text “THE TECHMASTER” and “AP” on top.

Embroidered patch of a watch with the text “THE TIMEKEEPER” and “AP” on top.

Embroidered patch of a dice with the text “THE WANDERER” and “AP” on top.

Portal Quest: A Mobile AR Escape Game Connecting Digital and Physical Worlds

Extending the House of Wonders into the physical realm, Portal Quest invited audiences to step through a digital portal and enter the birthplace of Audemars Piguet: Le Brassus. Launched as part of a travelling exhibition beginning in Shanghai, the activation blended mobile-first augmented reality, realtime 3D and gamified storytelling to immerse users in Haute Horlogerie through play.

Visitors accessed the experience directly through their mobile browser via WebAR - no app required. They explored virtual environments, uncovered hidden timepieces and learned watchmaking stories along the way. Completing the quest unlocked an exclusive memento at the exhibition booth, seamlessly connecting digital discovery with real-life celebration.

Image with a telescope aimed toward the moon in backstage room.

View it in motion

A cozy room featuring a telescope, a comfortable chair, and filled bookshelves lining the walls.

Three screens display various scenes of a room, showcasing different angles and arrangements within the space.

A room featuring a desk, bookshelves filled with books, and a vault.

The Journey of an Idea: A WebXR Experience Exploring Imagination and Creation

To continue the anniversary celebration in a poetic and intimate way, The Journey of an Idea guided users through three symbolic spaces - The Imagination Workshop, The Alchemist Forge, and The Astronomical Observatory. Each environment reflected a stage in the transformation of an idea, from concept to craft to timeless legacy.

Developed using WebGL and WebXR, the experience was accessible across desktop, mobile and VR. It featured crafted 3D environments, multilingual narration and immersive sound design — designed to bring users into the imaginative spirit that has driven Audemars Piguet for 150 years. This was not a retrospective — it was an invitation to see watchmaking as a living art form.

Is written on back background : The journey of an idea

A room featuring a desk with books and a computer, in a out of space study or workspace environment.

A desk featuring a dashboard and an open book resting on its surface.

A wall displaying a variety of items, including pictures, shelves, and decorative objects.

Three screens display various views of a spaceship, showcasing its design and features from different angles.

A Celebration in Numbers

400,000+ visitors across the platforms in the first months
10-minute average dwell time on The House of Wonders website
80% engagement rate
Thousands of AR quests completed globally
Designed for a new generation of digital-first, curiosity-led audiences

A Unified Legacy

While each experience stood alone in purpose and format, together they formed a cohesive digital ecosystem celebrating 150 years of excellence. Crafted with exquisite real-time 3D, powered by frictionless technology, and enriched through edutainment and gamification, the trilogy invited the world not only to witness the legacy of Audemars Piguet — but to participate in it.

Mastheads for Section Anchoring:

A Trilogy Built to Be Discovered
Craft Meets Technology
From Heritage to Immersion
Opening Haute Horlogerie to New Generations
150 Years Reimagined Through Play

A collage of diverse screens from the AP 150 anniversary case study.

Project
References

Credits

Client

Audemars Piguet

With

Press

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