When walking through Amsterdam it is hard to miss the urban poetry of Laser 3.14, I sought to capture that spirit and immortalize it through a limited edition time piece for Swiss watchmaker IKEPOD. As lead creative on this project, I developed a unique feature where the graffiti tag is printed on the inside of the sapphire glass.

This feature, never before seen, creates a kinetic interaction: whenever you look at the time, the graffiti visually overlays the dial and 'tags' the IKEPOD brand again and again. It is a manifestation of street culture's core philosophy: showing originality when people least expect it. Only 30 pieces were made, making this a true collectible.