Playful sensory experience in The Atelier

Retail is moving away from pure sales to the world of experience. In the IWC Racing Works Boutique on Zurich’s Bahnhofstrasse, we let IWC customers experience the brand in a special “atelier” floor with multiple interactive op-tions. Customers are surprised and entertained while they learn about the his-tory and manufacture of the watches. The IWC Racing Works Boutique is the first in a series of themed flagship boutiques around the world.

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.