IWC Museum

Front staircase

Two phenomena were important in the project for the IWC museum. First, the museum was to showcase the IWC-clock as a small and precious object. Second, the focus was to be on the aesthetic context. In what kind of interior do customers who purchase an IWC watch want to live in?

To create a strong presence for the watches, the interior of showcases belongs only to watches. In the west wing, this principle is applied as follows: the showcase has a large, snow white framework; in its center, at the eye level of the viewer, there is an area filled with light. It does not have any delimitations into the depth - comparable to the installations of James Turell.

All other things such as necessary descriptions and explanatory pictures are outside the showcase. Meanwhile, within this area, the object of desire floats.

The central showcase in the east wing plays with a similar principle. Similar to the historic Japanese safe deposit cabinets, chromium steel stripes surround the showcase body and protect the watches. Also, the steel strips feature a high intensity polish so that the eye focuses on the watch.

Mechanical showcase


The interior was designed as a contemporary English club. A club by its definition is a place where people meet, who share common interests and have similar aesthetic preferences.

Dark Makassar veneers, polished chrome showcases, black painted frameworks, leather-covered walls – these materials are reminiscent on our collective memory as the embodiment of luxury.

The aesthetic impression is completed by the use of up-to-date materials. The walls received wallpaper featuring shiny, hi-tech metallic fabric.The duality of modern and traditional materials results in a complex and deep sphere which refers to the past while radiating modernity.

There is a fantastic expression for the atmosphere of this area: laid back luxury.


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