The “Atelier” in the lower part of the boutique creates a space for unique and playful interaction. Using the latest technologies in a comfortable and discreet lounge setting, we created a space where visitors gain fascinating insights into the manufacturing process. The centerpiece is an interactive wall, the so-called “Surveillance Wall”, that is explored via the “Mission Control Panel” plat-form. Video links to various factory stations enable an insider view of the IWC watchmaking process. In addition, a watchmaker on site can inspect a cus-tomer’s IWC watch with a “cyberloupe” that projects the inner workings di-rectly onto the Surveillance Wall screen.
Key highlights / results numbers
The project was awarded with the German Design Award "Special Mention".