Back from the future: At this year’s Watches & Wonders trade fair in Geneva, IWC Schaffhausen presented the Ingenieur Automatic 40. This model was inspired by the Ingenieur SL, created by watch designer Gérald Genta in the 1970s.
As an era of impressive design solutions, the 1970s were also reflected in the trade fair stand – a homage to the reduced and technical design trend of the time. A special highlight was the Mercedes Benz C 111-III, an experimental vehicle that stood out with its retro-futuristic design, underscoring the theme of IWC’s trade fair appearance, “DESIGN AND TECHNOLOGY”.
In a space measuring just under 900 m2, visitors could not only discover a wide range of chronographs – they could also look over the watchmakers’ shoulders live, and catch a glimpse behind the scenes at the IWC test laboratory in Schaffhausen. In the lounge area of the stand, visitors could chat and relax on iconic furniture by Vitra. Members of the IWC Diamond Hand Club also had exclusive access to a dedicated Ingenieur area in the metaverse.
We supported IWC with the structural and technical implementation of their trade fair appearance. This included project management as well as feasibility aspects, rigging and all of the technical equipment and lighting design.
Photography: Photo by Rémy Steiner for IWC
