The Geneva Watchmaking Grand Prix

Nov 12,2013 By Jean Charles

We have chosen Yishu 8 as the location for the event. The former Sino-French University that has become a House dedicated to the arts and an artists’ residence, a quiet and magical place, hidden from the crowded and busy streets, yet in the center of the city.

We interviewed our artistic director concerning this choice, he was very happy to answer that: “we chose it because represent the typical Chinese place, there’s a lot of story inside it. We had a great respect of this venue and we would like to create a mix between the old traditional style and the modern one! You can see it inside the displays”.

The structure has been invented around a diamond’s shape, creating 6 different angles and views, working also inside the case and reflecting the pattern of the ceiling all around the case: “The concept was that, through this game of mirrors, people could be able to see the perfection of watches combined with the ancient story of the place”, as the Director said, and: “Also if you come closer, you can see the wonder on your face as you look at watches”.

Little particulars make the difference and so watches have been put on traditional Chinese stones bought inside a typical market of Beijing. In order to reach perfection, the main color of the exhibit has been black, elegant and luxurious, set against the pure white light of the display window, like shiny jewels contrasting with the dark. To conclude, the Artistic Director states: “As you can see, it seems like the showcases are floating in the venue, and lights inside are like small miniature objects which are part of the structure”.

It has been very difficult to organize the exhibition, more than they would have been in any other country; however the biggest problem has been the research for a supplier able to cut the glass and modify it: “Brand Head asked to about 20 providers before finding someone!”

People who attended the exhibition have been really impressed by the design and the creativity of the performance which led to a great example of Brand Head team’s visual art applied to luxury.

Learn more about GPHG at http://www.gphg.org/horlogerie/
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