Irony XLite is a new brand of the Swatch Irony family that was recently launched on 10th April 2015 at 751 D-Park, Beijing. With a robot as the collection’s brand ambassador, the launch event design concept had to have a cool, fashionable, high impact and sporty feel. 5 Star Plus Retail Design created a full concept including the design for the event space, the stage, the VIP room, the photo-shoot area, the product display stands and various graphic elements. Inspired by the fun and punchy watch design, metallic finishes, strong bold colors (blue, yellow and red) and different lighting effect were used to create a dynamic and lively brand experience.