Project: Rolex organized a two-year program that matched five world-renowned art masters with five rising
newcomers in the art world. The goal was to represent the five different artists and mentors collaboration
and create giant photo collage murals for the inaugural event staged in the New York State Theater at Lincoln Center.
Production problem: During those two years, Rolex executives worked with their in-house designers in Geneva
to create and art direct the visuals and scenes created by the young artists and their mentors without a
satisfactory outcome. Rolex contacted Designscape to support them in successfully creating and completing
their project within a six-week time frame.
Designscape solution: Rolex supplied Don Warshaw, Designscape’s creative director with copyrighted
photographic images of both the artists and mentors; from these, Don created two different photo montages,
each 17 Ft. Tall by 175 ft. long. These were printed and hung two stories high on either side of the theater’s
Great Hall. Designscape provided all print and file quality control oversight and installation of the backdrops.
