UBS House of Craft: A Global Brand Engagement Series

UUBS House of Craft is a global brand engagement event series created to translate Banking Is Our Craft from positioning into lived cultural experience.
Following the acquisition of Credit Suisse, UBS faced a rare opportunity to redefine how a global bank shows up in culture. To build meaningful engagement with the audiences shaping the future of wealth, the answer was not sponsorship, but authorship. UBS became a cultural host, partnering with recognised masters of craft in their respective fields, from couture to horology.
House of Craft was conceived as an immersive, multi-city platform spanning fashion and horology. Each edition was designed as a curated physical environment where mastery could be explored, witnessed and discussed in real time through exhibitions, live demonstrations and expert dialogue.
The flagship expression, UBS House of Craft × Dior, unfolded across New York and Singapore as a multi-day exhibition and programming series. Curated by Carine Roitfeld, the experience brought together photographs of works by all seven Dior Creative Directors for the first time in the house’s history. Guests moved through cinematic spaces featuring large-scale commissioned imagery, guided walkthroughs, live atelier demonstrations and talks with leading designers and cultural figures. Public access days expanded cultural reach, while private client programming deepened relationships. Across both cities, UBS House of Craft × Dior welcomed more than 10,000 attendees and generated 15.5 million digital impressions.
In horology, UBS House of Craft × Hodinkee positioned UBS at the centre of global watch culture through collector-led panels, expert discussions and curated timepiece showcases. The concept expanded into the House of Craft Hodinkee Roadshow, travelling across ten cities to scale intimate engagement while maintaining consistent premium design and curatorial rigour.
UBS House of Craft redefined what a bank event could be. It transformed brand engagement from transactional hospitality into immersive cultural participation and extended the physical experience into global cultural conversation, positioning UBS not as an observer of culture, but as a credible host shaping it.