chopard living room concept

Madison avenue, New york, ny


The re-branding of a Swiss luxury watchmaker reorganizes the space around a central circular sofa, so that the product surrounds the client on all sides. Two “levels” of display are then employed. Closely engaging the centrally-seated client on three sides are free-standing display cases fabricated with both existing and new materials. These display cases highlight the product against a blackened steel tray and are of a scale appropriate to those standing and sitting. The next layer of display case engages both the internal and the external shopper. Overlapping window displays play with transparency, opacity, and reflection allowing specific views into and out of the store. This play between revealing and concealing product, store, and inhabitant will create a sense of voyeurism luring the observer inside.