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Miscellaneous > 17.4 Exhibition Design

Musée Atelier Audemars Piguet


The Musée Atelier Audemars Piguet immerses visitors in the watch manufacturer’s past, present and future. It is situated in the historical location where the company was established: the small village of Le Brassus. A new spiral-shaped building is embedded in the surrounding landscape and features curved walls made of load-bearing structural glass. Depending on the time of day and the season, the overall impression changes. Reflections and shadows combine to create a spectacle in which the course of time is inscribed.
Visitors experience the route as a flowing continuum with a composed narration where each chapter has its own design language. They travel through the exhibition as they would through the spring of a timepiece. The scenography offers a diverse experience of watchmaking with crescendos, highpoints and contemplative moments. Various sculptures, automata and kinetic installations give rhythm to the exhibition, which is optically linked to the surrounding landscape.
In the heart of the spiral, visitors approach the “Complications”. They are demonstrated by mechanical installations and give visitors a feeling about the complexity of the watch mechanisms. Eight watches with Grande Complications are placed around the “Universelle” – the most complicated watch that Audemars Piguet has ever created. The design is reminiscent of a solar system with planets rotating around a sun on their orbits. After all, astronomic cycles are what determine the essence of watchmaking.

  • Creative Directors Wassim MELKI
  • Art Directors
  • Designers Sungha KIM
  • Illustrators Benjamin GUSCHLBAUER
  • Photographers Giovanni GALANELLO
  • Editors
  • Copywriters
  • General Planning, Exhibition Design, Scenography, Graphic Design ATELIER BRÜCKNER
  • Lightning Planning with LDE Belzner Holmes
  • Media Planning with medienprojekt p2
  • Architecture BIG Bjarke Ingels Group
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