WATCHES & WONDERS 2024
MONTBLANC
During the Geneva International Fine Watchmaking Fair – Watches & Wonders 2024, Montblanc unveiled its new watch collections. The Studio Jean-Marc Gady created the 500m² of an architectural setting that invites visitors to dive beneath the ice into deep waters.
The booth concept takes visitors on a journey from the icy surface to a dive at -4810m. Upon entering, a lifeline leads to a striking block adorned with interactive video projections revealing writing as visitors pass by. This vivid blue heart houses watch collections, offering a unique and immersive experience.
Inside the cube, visitors are immersed in an unexpected atmosphere and invited to try on the hero watch displayed at the centre. The environment transforms to bring them in deep waters; all senses are engaged. Vision alters, sound perception softens, temperature drops and a delicate scent creates a unique experience.
The Minerva area highlights the watchmaking know-how of the manufacture and invites visitors to discover the secrets of Montblanc's complications.
The semi-private offices have been conceived as an open space punctuated by symbolic rays of light, offering serenity and intimacy.
In the bar area, a space invites visitors to try out new products and take part in a collective artwork paying tribute to the art of writing.
The private offices have been entirely designed to provide a complete underwater exploration experience.
