News IWC has combined modern architecture and a multimedia display concept in a refined, informal ambience to make its newly opened museum an experience for watch lovers.
In conjunction with the extension of its premises, IWC is celebrating a further milestone. With a surprising museum concept, the watch manufacturer is housing its precious exhibits and its 139-year company history in a contemporary and luxurious surroundings. Watch enthusiasts will experience the past and present of the mechanical luxury watch in an authentic ambience, which reflects the corporate identity of this old-established company. The relaxed atmosphere of a gentlemen’s club makes the journey through time a special experience. A multimedia display cabinet, lounge furniture with audio listening stations and interactive screens permit an in-depth examination of the exhibits and background information on various levels.
In 1993, to mark the 125th anniversary of its founding, IWC had established its own museum. Formerly contained in an intimate setting under the roof of the original listed building, the museum is now accommodated in an entirely new and highly contemporary venue, where it is also accessible to the public for the first time. The generous floor plan assures an exciting layout, which starts at the entrance with a presentation of traditional historical watch production and, in addition to comprehensive documentation, also affords a view of a modern horological workshop in the IWC Customer Service Department. The first 100 years of the history of IWC wait to be discovered in the west wing. The history of the company advances along a time line in an impressive multimedia display cabinet. Alongside this, exquisite exhibits emphasize the topics of the most significant epochs. The light-infused east wing is home to the period after 1970. The current watches families from IWC are displayed against the backdrop of their emotional theme worlds and make their uniqueness come alive in a special way. Around 230 choice exhibits are show-cased in the museum, which seeks to maintain a lively dialogue through ever-changing special exhibitions. IWC will also use the attractive premises for customer events and receptions.
The Institute for Cultural Exchange, Tübingen, is responsible for the display concept of the IWC museum. The architects Smolenicky & Partner, Zurich, stage-managed the ambitious project and combined traditional craft skills with industrial high-tech materials. On the one hand, the use of macassar ebony imparts a rather archaic note to the space, and on the other hand high-grade metals, glass fibre-reinforced plastic and high-gloss paint from the automobile industry emphasize the engineering derived character of the IWC brand. Tinted glass and intricately stitched varnished leather alternate with a superior, lacquered parquet floor, which abuts a carpet with a metallic sheen. The IWC colour palette with its white and grey shades is enhanced by dark tones.
Novel solutions for the presentation and lighting systems have been developed in conjunction with international planners. The very small, yet highly detailed exhibits require a special lighting strategy in order to show them off to their best advantage. The museum rooms are lit exclusively via the windows and display cabinets. The dimension of the light creates a spherical effect and provides a quite specific setting for the precious timepieces and objects. The artistic illumination of the suspended cabinets helps to make the watches on display appear to be floating.
With the inauguration of the new museum, the IWC boutique inside the newly designed premises will also open for business and will make it possible to purchase these exclusive watches directly at the point of production for the very first time. Selected specialities will also be available in the boutique alongside familiar classics such as the Portofino, pilot’s watches and diver’s watches or the Grandes Complications. The luxurious interior was conceived by the internal design team at IWC, which already takes credit for the furnishings of the existing IWC boutiques in Dubai, Las Vegas, Singapore, Hong Kong, Bangkok, Seoul, Moscow, Zurich and Geneva. The management of the boutique is in the hands of the established Schaffhausen concessionaire, Frank Hannibal.
August 24, 2007
