Watches & Wonders, the watch industry’s most important trade fair, took place in Geneva in spring 2022. Over seven days, the world’s most famous watch brands presented their collections. The traditional Swiss company IWC Schaffhausen was among them.
We designed a hybrid trade fair appearance for IWC Schaffhausen on the theme of “Top Gun”, which impressed both the client and the expert audience on site with its surprising architecture and sophisticated physical and digital elements.
In a space measuring 900 m2, visitors were immersed in the IWC brand world. Within this world, it was possible not only to discover the latest collections but also to hold consultations in the meeting rooms, the retail lounge or the bar. In the spacious theatre visitors could also listen to exciting talks with well-known figures like brand ambassador Lewis Hamilton. For guests who were unable to travel to the event, an individual programme was broadcast from the booth’s own mini studios.
It was important to IWC that the trade fair booth should have a sustainable construction. Thanks to the modular container elements, it can also be used for future roadshows. As well as the conceptualisation and creation of the trade fair booth, we were also responsible for implementation and technical support for the entire appearance.
XAVER Bronze Award 2023
«Best Brandworlds & Temporary Installations and Exhibitions»
Design: Balich Wonder Studio
Photography: Photo by (Remy Steiner/Getty Images for IWC)
ID-Nr. 144, 17.06.2022
