INDUSTRY:
Experiential Design
CLIENT:
Audemars Piguet/Lissoni Architecture DPC.
EXPERIENCE:
Pop-up Design, Exhibition Design, Brand Research
about.
Luxury brand activation and immersive exhibition designed to introduce the CODE 11.59 collection to collectors and press in New York.
Audemars Piguet needed a launch experience for its CODE 11.59 collection that would resonate with collectors, press, and cultural tastemakers in New York. The activation needed to communicate the extraordinary craftsmanship of the watch while creating an unforgettable spatial experience that would generate buzz beyond traditional retail channels.
where.
Location: DIA: Chelsea, 537 W 22nd St
Dia is an Art Gallery in chelsea with an approximate area of 20,000 sqft of gallery space, intended to use for this exhibit.
Dia would offer a very controlled environment and being located in Chelsea, with more than 300 art galleries, the project is meant to create buzz around the art world and general masses as well.
brand storytelling.
The spatial concept draws inspiration from the landscape of the Vallée de Joux, the birthplace of Audemars Piguet. Its fluid forms echo the natural terrain while reflecting the core values that define the brand:
Precision
Craftsmanship
Innovation
experience journey.
Guests are guided through a sequence of spaces that gradually reveal the craft behind Audemars Piguet watches. The journey moves from brand heritage and materials to the intricate mechanics of watchmaking, culminating in an intimate encounter with the CODE 11.59 collection.
spatial concept.
A Landscape of Code 11.59 Timepiece: The spatial language is derived from the flowing form of the Vallée de Joux river. These organic geometries create a continuous sequence of rooms that guide visitors through the narrative of watchmaking.
exhibition system.
The idea was to have display system with minimal forms and precious metal finishes to echo the refinement of luxury watchmaking. This restrained approach highlights the intricate details of each timepiece while contrasting the exhibition’s more fluid architectural geometry.
details.
To emulate the intimacy of a watchmaker’s workshop, guests are given white gloves and handheld inspection lights.
This allows them to examine the intricate details of each watch movement in a ritual normally reserved for watchmakers and collectors.
It becomes an experience and not just a display.
final.
The schematic plan below illustrates the final activation, designed to evoke a dim, mysterious, and exclusive atmosphere that reflects the essence of Audemars Piguet. Created for a niche audience, every detail is meticulously considered, embodying the brand’s spirit of innovation beyond the timepieces themselves. The goal is to leave visitors in awe of the brand’s craft and legacy, positioning the activation not just as an exhibition, but as a work of art. The images under the plan represent the final mood board and a stage 1 render.
