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Swatch


Image by tophomedesign
SWATCH
Swatch Timeship interiors – December 1996
Partner/Designer – Daniel Weil
Consulting Partner/Architect – James Biber
Consulting Associate/Architect – Michael Zweck-Bronner
Assistant Architect – Jean-Pierre Généreux

Pentagram created the architectural and interior design of the Swatch Timeship, the Swiss watchmaker's 5,000 s.f. flagship store at the heart of midtown Manhattan's elite 57th Street retail zone.

The Timeship conveys the message of Swatch timekeeping: equal parts emotion and accuracy. Visual creativity and mechanical precision are expressed throughout the dynamic store design, a spectacular environment full of original display and customer-service ideas. Like a Swatch watch, the store is "machinery with personality."

An active design treatment reflects the designers' idea that nothing renders time more accurately than movement. A glass vacuum or pneumatic tube system – through which Swatch watches are displayed and delivered throughout the store – interconnects the three distinctive floors of the Swatch Timeship. The sense of motion is reinforced through the use of transparent and reflective materials, changing projected images, and video and lighting installations.

Dominating the storefront window is a mammoth Swatch model GK209 ("Jelly"), a giant watch/clock three meters (over 12 1/2 ft.) in diameter, which becomes the landmark timekeeper of 57th Street. The building façade is clad in bright blue Rigidized Metal, a brand of textured stainless steel. Such dramatic visual and tactile elements – dazzling color, shine and dimension – have been carried throughout the interior design. Pentagram deliberately sele

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