Swiss Haute Horlogerie manufacturer Audemars Piguet is happy to present a new virtual reality (VR) experience. Created in collaboration with Dreamscape Immersive, ‘The House of Wonders’ presents a fresh and imaginative approach to craftsmanship. This unique experience invites participants to step into the marvellous complexity of manufacturing miniature mechanical objects, shining a light on the numerous talented individuals involved in their conception. Opening to the public on March 28 at the Dreamscape Geneva flagship store, the immersive experience will subsequently be hosted at the Manufacture des Saignoles in Le Locle and the AP House Milan, before an adapted version travels to Shanghai and Dubai later this year as part of Audemars Piguet’s 150^th anniversary.

After “The Clockwork Forest”, the first virtual reality (VR) experience launched by Audemars Piguet and Dreamscape Immersive in 2023, this second episode focuses on craftsmanship. In groups of six, participants are invited to follow a visionary idea symbolised by an origami bird, as they set out on a journey through various workshops to discover the complexity that goes into manufacturing mechanical objects.

Immersive and engaging, “The House of Wonders” enables participants - each equipped with VR headsets – to see themselves as avatars as they navigate fantastical virtual settings and act on the course of the story to conceive their own creation.

Combining individual talent with the force of the collective, this experience is inspired by the avant-garde spirit of Audemars Piguet and its founders, which – for 150 years – has encouraged the transmission, preservation, and evolution of traditional local craftsmanship with the help of new technologies.

In addition to both having Swiss roots, Audemars Piguet and Dreamscape Immersive share a mutual desire to leverage technology and creativity to deliver extraordinary experiences. Over the years, Audemars Piguet has taken hospitality to new heights, drawing inspiration from worlds as diverse as sports, music and entertainment. Reflecting a common passion for innovation, this partnership brings to life a groundbreaking experience blending Dreamscape’s unique technology with a spectacular storytelling inspired by the Manufacture’s epic.

This new adventure can be experienced from March 28 at Dreamscape’s Geneva venue, located in Confédération Centre. It will then be hosted at Audemars Piguet’s Manufacture des Saignoles (Le Locle) and the AP House Milan in April. A specially adapted version will also be presented during the brand’s 150^th anniversary celebrations in Shanghai in May and Dubai in November. With a VR headset, you can also embark on this adventure from AP’s website dedicated to this year’s celebrations. Join us for this immersive experience!

Audemars Piguet is the oldest fine watchmaking manufacturer still in the hands of its founding families (Audemars and Piguet). Based in Le Brassus since 1875, the company has nurtured generations of talented craftspeople who have continuously developed new skills and techniques, broadening their savoir-faire to set rule-breaking trends. In the Vallée de Joux, at the heart of the Swiss Jura, Audemars Piguet has created numerous masterpieces, testament to the Manufacture’s ancestral savoir-faire and forward-thinking spirit. By pushing the boundaries of what is possible and building bridges between different creative worlds, Audemars Piguet has been able to explore new horizons and build an inspired community. Seek Beyond. Seek Beyond.

Dreamscape Immersive is a world-leading VR company pioneering immersive experiences for entertainment, enterprise, and education. Dreamscape combines the emotional power of Hollywood storytelling, the visceral excitement of great theme-park rides, and state-of-the-art full-body tracking technology to create stories and worlds that push the limits of virtual reality. Dreamscape was founded in 2017 by computer scientists, cinematic heavyweights, and live events experts. The company’s location-based VR venues began rolling out across the US and Middle East in December 2018 to unprecedented audience enthusiasm. Most recently, Dreamscape introduced Dreamscape Learn, a new partnership with the nation’s leading innovator in education, Arizona State University, to transform learning through exploration. The company is headquartered in Los Angeles, Geneva hosting its European corporate office.