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Case study: GQ Men of the Year Awards 201825.06.19

Tate Modern, London, 5 September 2018.

For the 21st year Timebased were engaged to produce the GQ Men of the Year Awards in association with Hugo Boss, a spectacular affair honouring the cultural trendsetters and icons of the entertainment industry. In just half an hour from doors closing to the public, we transformed the infamous Tate Modern into a stunning setting for the Awards proceedings.

A gold-trimmed red carpet was suspended from the ceiling and rolled out across the Turbine Hall to welcome guests. Lit with GQ branded spotlights and decorated with a suited model army. Upstairs on the mezzanine, guests could enjoy a glass of champagne or cocktail from the Haig whisky bar. Inside the video booth the stars struck a pose on a moving treadmill, creating captivating content for the GQ and Hugo Boss Instagram feeds.


The three-course dinner show opened with a 100-man strong performance by the London Gay Men’s Chorus, followed by a speech from GQ editor Dylan Jones, announcing a very special guest: HRH Prince Charles. The night’s host, Rob Delaney, was joined on stage by numerous Hollywood stars and A-listers to present the awards - the likes of Kate Beckinsale, Zendaya, Tom Hiddleston, Rita Ora, Chris Hemsworth, Rosie Huntington-Whiteley, Chrissy Teigen, Diplo, Steve McQueen and more.

Johnny Marr and John Legend serenaded the crowd with dazzling live performances. Ralph Lauren gave thanks for his award in the form of an extraordinary hologram. Further winners included Naomi Campbell, Jeff Goldblum, Jorja Smith, Dua Lipa, Sacha Baron Cohen, Rose McGowan, Chadwick Boseman, Donatella Versace, Olly Alexander, Daniel Kaluuya, Elisabeth Moss, Charles Jeffrey, Harry Kane and David Lammy. The sensational evening pulsed into the night as the VIP crowd danced to music from DJ Jodie Harsh, beneath a giant glowing GQ.

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