

WING NO. ०१
Launches & reveals
A reveal is a single second of theatre wrapped in three months of secrecy. The house rehearses launches under NDA, with the product covered until the cue, and builds the room so that one thousand four hundred people gasp at the same instant.
The cobalt launch in the archive ran nine rehearsals before doors. The product was on stage for ninety seconds. Everything before it is built to make those ninety seconds inevitable: the walk-in, the press room, the morning-after registration.
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