Citizen - The depth of time
Y-40 Studios è uno studio subacqueo multidisciplinare
We were responsable for:
Show concept
Show direction
Talent scouting
Set design
Lighting design
Sound design
Make-up
Body painting
Costume design and tailoring
Special effects
Underwater show photography and video
Surface-level photography and video
Backstage photography and video
Underwater experiences
Refreshments and aperitif
Gala dinner
Hotel hospitality
Guided local tours
Introduction
Citizen is a well-known Japanese watch brand, famous for its technological innovation, precision, and design. Founded in 1918 in Tokyo as the Shokosha Watch Research Institute, it produced its first pocket watch in 1924, named “Citizen” with the hope that it would become accessible to everyone. In 1963, the company demonstrated the reliability of its “Parawater” watches with a test in the Pacific Ocean. In 1985, it launched the first watch with an electronic depth sensor, the “Aqualand” model.
To celebrate the 40th anniversary of the Aqualand, Marcello Borsetti, Director of Citizen Italy, commissioned Y-40 Studios to conceive and produce a unique event, capable of honoring the history and spirit of the iconic diving watch. The goal: to guide guests through a symbolic and sensory immersion into the world of Aqualand. Inside a scenographic 400-square-meter space, a captivating underwater show unfolded — designed to amaze and engage — where lights, sounds, and movement came together to tell a powerful story of water and time. The following morning, the experience continued underwater: guests had the opportunity to take part in their first guided dive, wearing the legendary Citizen Aqualand on their wrist — personally experiencing the deep and authentic connection between watchmaking, adventure, and the depths.
Scenographic space
Within a 400-square-meter exhibition space, 240 square meters of graphic panels were installed, dedicated to visually narrating the history of the Citizen Aqualand. The panels, designed by Massimo Pirotta, Head of Communications at Citizen, were created to guide visitors through the key stages in the evolution of the watch. They formed the backbone of the immersive experience, seamlessly integrating with the underwater show and the interactive activities.
Discover more >
Underwater show
The underwater show, lasting five minutes and visible from the pool’s panoramic tunnel, featured 12 performers supported by an equal number of safety divers. They performed a synchronized choreography designed to symbolically portray the encounter between time and the depths. Conceived as the central moment of the event, the performance combined movement, light, and sound into an immersive narrative, highlighting the bond between Citizen Aqualand and the underwater world — a realm that has always defined its identity.
Discover more >
Scuba dive experience
The underwater experience, led by Y-40’s certified instructors, was designed to offer even participants with no prior diving experience the opportunity to personally feel the thrill of a guided dive. During the activity, each guest wore the iconic Citizen Aqualand — the world’s first watch equipped with a built-in electronic depth gauge — and had the chance to test its features in a real, controlled, and completely safe environment. The initiative combined an experiential dimension with product testing, reinforcing the connection between technological innovation, a spirit of adventure, and underwater exploration.
Discover more >
Behind the seen
The preparation of the entire event, with particular focus on the scenographic space and the underwater performance, actively involved the team and the network of collaborators at Y-40 Studios. Thanks to the multidisciplinary skills and experience of the group, it was possible to coordinate every phase of the project — from creative design to technical execution — ensuring a coherent, safe, and highly impactful visual and emotional experience.
Discover more >
