Entering an Alfred Dunhill store is more like walking into an elite gentleman’s club, a bespoke masculine oasis befit with barbers, tailors, fine dining and other services essential to the impeccable and refined male consumer. It was with this in mind that Orient approached the launch event for Dunhill’s flagship Hong Kong Home in the Prince’s Building. The warm and welcoming shop interior was injected with the eponymous Dunhill polished but playful style, including an antique billiards table and balls motiffed with the brand’s logo, and Dunhill-themed darts and dartboard. Stone mannequins of the quintessential English gentleman with his British Bulldog in tow populated the space, with magnetic special effects giving the impression that the sculptures were traversing through walls and windows. The exterior was transformed by 3D projection mapping wizards Apparati Effimeri, who emblazoned the brand’s original logo Dunhill Motorities - a throwback to their early incarnation as suppliers of motoring accessories - onto the stonework. Then houndstooth check, buttons and other textile details shifted the architecture into fabric, before the seams of stonework shattered like glass, all choreographed to music.