Project Actions
To underscore the group’s position, high level finishes such as American walnut veneers, chandeliers in the VIP area and jewel box-like displays enveloped visitors in a feeling of luxury and excellence. The atmospheric lower floor featured an open plan to invite visitors to engage, while the showcase area was left uncluttered to facilitate continuous flow through the product gallery.
Large full colour light boxes incorporated watch showcase niches highlighted the concept of rotating displays that accommodated the Rotary collection of watches. Upstairs in the VIP area, guests were treated to a business class lounge experience while full height glass allowed them to oversee the action on the show floor below.
The Dreyfuss Group’s outstanding collection of Rotary timepieces was showcased professionally through an exhibit completely in sync with the brand’s message.
Project Background
Baselworld is the world’s largest annual watch and jewellery show. It is recognised as the most prestigious event of its kind in the world. Leading luxury watch manufacturer The Dreyfuss Group and their premium watch brand Rotary commissioned a 250 sqm double-level exhibit architecture, with open displays styled similar to an art gallery on the lower floor and a VIP area for executive discussion on the private upper level.
Pico originally designed The Dreyfuss Group’s Exhibition Stand in 2011. PICO designed and produced the stand which has now been exhibited at three consecutive Baselworld shows.
Project Task
To create a warm and friendly workplace, (all fully air conditioned) with high end and quality materials, to exemplify the clients product portfolio, with the ground floor reserved for product displays and the upper level for face to face discussions, hospitality and private meetings; as well as providing a fully turnkeyed service proposal with value for money, and fully reusable for future Baselworld’s.
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