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Visit The IWC «Atelier»

IWC Schaffhausen

Zurich Flagship Store «Atelier»

Insight

Retail is moving in a new direction – away from pure sales and towards a world of experience. At the IWC Racing Works Boutique on Zurich’s Bahnhofstrasse, IWC invites customers to experience the brand in the «Atelier». With a fasci-nating array of interactive options, customers are, on the one hand, surprised and entertained, and on the other, they learn about the history and manufac-ture of IWC timepieces. The IWC Racing Works Boutique is the first in a series of themed flagship bou-tiques around the world.

Solution

The «Atelier» on the lower level of the boutique establishes an important link to the IWC watchmaking process. The centerpiece is the interactive Surveillance Wall, which can be explored via the Mission Control Panel. Here, visitors gain fascinating insights into the manufacturing process of IWC. In addition, a watchmaker on site can inspect the customer’s watch with the Cyberloupe, which projects the inner workings in real time onto the Surveillance Wall.

Solution

The «Atelier» on the lower level of the boutique establishes an important link to the IWC watchmaking process. The centerpiece is the interactive Surveil-lance Wall, which can be explored via the Mission Control Panel. Here, visitors gain fascinating insights into the manufacturing process of IWC. In addition, a watchmaker on site can inspect the customer’s watch with the Cyberloupe, which projects the inner workings in real time onto the Surveillance Wall.

Analysis

The target group often doesn’t really know how much work, craftsmanship and technology goes into every IWC. In 2018 with the opening of the IWC Manufakturzentrum, a 13,500 m² facility for case and movement production and assembly, IWC has set a milestone in Swiss watch production. Many customers are unaware of the IWC Manufakturzentrum and the numerous stages that each watch goes through in production.

Positioning

Over the past 150 years, IWC has made a name for itself worldwide with functional and user-friendly timepieces such as chronographs and calendars. With a clear, purist design language and continuous innovation, IWC develops timelessly beautiful icons. Watches from Schaffhausen are built to last for generations. IWC also trains the next generation of watchmakers in-house.
The target group comprises watch connoisseurs with discerning taste who are inspired by technical excellence and are non-conformists at heart. IWC differentiates itself through superior technical innovation and a confident brand character.

Strategy

The aim is to create a link from the Zurich boutique to the IWC Manufakturzentrum in Schaffhausen. In a playful, interactive way customers see how much craftsmanship goes into every IWC.

IWC’s positioning as a technical innovator must be experienced in the «Atelier». In addition, the various interactions and the specially designed elements must reflect the brand character and architectural standards of IWC.

Concept

The centerpiece of the «Atelier» is the Surveillance Wall: an invisible screen more than 2 meters big that is set into an elegant cabinet. At first glance inconspicuous, when activated this screen simultaneously shows surveillance camera footage from twelve different stations at the IWC Manufakturzentrum.

Using the Mission Control Panel, the various stages of production can be displayed in large-format images. This gives viewer the feeling of being in control at the production center and “supervising” the manufacturing process.

To further intensify the experience, a watchmaker is present in the studio, complete with a watchmaker’s desk. The watchmaker inspects the customer’s watch and movements using the Cyberloupe, which projects an image of the inner workings onto the screen landscape in real time.

Surveillance Wall

In collaboration with an Italian furniture manufacturer, we created the basic structure of the Surveillance Wall. Only materials that met the architectural stanards of the IWC brand were selected. The custom cabinet features the technical innovation of integrated Revox Invisible Speakers. A Swiss production company developed the U-profile construction to conceal the screen and the mount for the Mission Control Panel.

In parallel, with a camera team we produced the “surveillance footage” at the IWC Manufakturzentrum. More than 12 different stations of the production line were then tuned in post-production to give the look and feel of live surveillance.

To enable IWC to flexibly adapt the content, BrightSign Players are installed and connected to the CMS at IWC. This way, the footage of individual stations can be exchanged at any time.

Mission Control Panel

The Mission Control Panel was designed and constructed from the ground up for IWC. The powder-coated surface suits the design language of IWC. Each button is fitted with a light. Pressing the various buttons switches the surveillance stations. When selected, the station is shown full screen and the corresponding button lights up.

Thanks to Bluetooth, the portable Mission Control Panel can be used anywhere in the «Atelier». Visitors can sit at the table and navigate through the surveillance situations from there. The panel is equipped with an induction charging station, so that recharging begins as soon as it is placed back in the mount.

Cyberloupe Integration

The Cyberloupe is an IWC invention. This digital watchmaker’s loupe has a camera with a network connection that sends what the watchmaker sees in real time to a screen. This enables customers to observe the work performed inside a mechanical movement live and in detail.

By connecting the Cyberloupe with the Surveillance Wall, we transformed watch servicing into a unique live experience for IWC customers. In the future, it will also be possible to transmit the watchmaker’s service work to customers at home.

At the heart
Connected to IWC

Client

IWC Schaffhausen

Sector

Luxury industry

Discipline

Experience Design
Brand Display
Strategy Physical
Moving Image
Web
Strategy Digital
AR / VR

Project team

Noé Robert
Marius Deflorin
Lukas Rosenmund
Charlotte Dupont
Nils Rekow
Nicholas Bretscher