“Light is Time”: Citizen Exhibition and Trade Fair Design

ATTA, Luftzug
© Screenshot

Description

Every year, thousands of design enthusiasts from all over the world gather at the Milan Furniture Fair or Milan Design Week. An interesting target group for the watch brand Citizen, which used this setting in 2014 to present itself and its products - with an almost magical installation.

The company presented both itself and the fine craft of a watchmaker in a graceful exhibition. Pocket watches from the 1920s to the latest models were on display.

The exhibition design is equally worth seeing and consisted of over 80,000 individual watch parts that formed the three exhibition rooms like a glittering shower of gold.

The "Light is Time" installation and exhibition was designed by Citizen's design team together with architect Tsuyoshi Tane. The lighting and sound design was by Yutaka Endo.

Previously, the exhibition was on display as a booth at the Baselworld 2013 watch fair. Here under the name "Frozen Time".

(Editiorial text and project. Please contact us for change requests.)

Details

Agencies
ATTA
Luftzug
Artists
Tsuyoshi Tane
Yutaka Endo
Client
Citizen
Year
2013, 2014
City
Milan
Country
Italy
Partner
IXI Co, Whitelight, Waki Process, Hiroba

Categories

Industry
Fashion & Accessories
Location
Pavilion
Topic
Analog, Architecture, Art, Immersive, Luxury, Scenography
Type
Brand Experience, Exhibition, Pavilion