SWATCH PAVILION
Lounge for the Arte di Venezia Biennale
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Transmedia brand design with open, flowing form language
Both the white colouring and the delicate unobtrusiveness of all design elements communicate the Swatch brand philosophy in a fresh and contemporary manner. Paramount was the creation of a pleasant and communicative space – the pavilion does without offensive product presentations in favour of an appealing appearance of the brand. The lounge can be seen as a reference to the architecture of the Biennale pavilions in the 60ies and 70ies. It transfers their formal language into an open and free flowing design style, which is characteristic for 3deluxe, while harmonically blending in with the surrounding park landscape.
The pavilion architecture consists of an airy canopy, which is supported by a number of slender pillars resting on a wooden terrace-like platform. Moveable curtains suspended from the canopy roof allow for the pavilion to be closed; their translucent lightness and movement in the wind emphasise the delicate nature of the design. The terrace platform offers four seating islands and other possibilities to rest and relax, which turn the interior of the booth into a space for mellow lingering and contemplation.
Two light installations were specially conceived for this project as an interpretation of time: A rectangular corpus of white mineral material that forms the back wall of the pavilion is back milled with a linear structure. An array of LED strips of various lengths light this pattern from behind; the soft flow programming creates a surprising effect on the plain wall surface. Ever-new patterns run over it in irregular intervals, suggesting the passing of time. Another light installation is integrated into a blossom shaped ceiling arrangement suspended from the ceiling.
Also incorporated into the back wall are a number of glass displays presenting Swatch products, as well as iPads providing information about the product range, special events and the entire Swatch universe.
The entire design concept focused on addressing the visitors’ emotional perception. Communicative content was to be “felt” rather than rationally comprehended. Brand values are conveyed atmospherically, in the form of a special place delivering a human touch, openness and harmony.
| Type | Pavillion |
| Location | La Biennale Arte die Venezia |
| Year | 2011 |
| Status | Completed |
| Client | Swatch |
| Image credits | JeF Briguet, Sascha Jahnke |
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