Tag Heuer Exhibition Stand, Basel, Switzerland, 2005-2006

I was part of the project team while working at ODB Architects in Milan, Italy, on this winning competition scheme for the design of a new Tag Heuer exhibition stand for the ‘Baselworld’ watch fair, which is held in Basel each year.

The proposed design was to be bold and memorable, to stand-out from the other exhibition pavilions at the fair. The entry approach to the stand (based on it’s position within the fairground) was the generating force; one of the bottom corners of the stand’s rectangular volume was peeled back to the required distance to create a semi-public foyer space where the public would congregate. A “boat-like” form was generated in 3D as a result, which is also symbolic of Tag Heuer’s involvement in the world of sport, primarily in yacht and motor racing.

The stand was clad in a series of 1cm thick aluminium triangles, individually mounted on a substrate that consisted of retro-illuminated ‘barrisol’ fabric. The striking triangular pattern evokes a “diamond-like” quality that is synonymous of Tag Heuer’s status in the world of prestige, luxury items and their reputation for precision and reliability. Wood, glass, stainless steel and aluminium were Tag Heuer’s preferred materials, though carbon fibre was also introduced for some of the finer details. Office interiors and furniture items were prototyped at full-scale prior to construction at the ‘Bodino Group’ factory in Torino, Italy. The stand is a fully prefabricated structure that can be assembled and dismounted each year for the Baselworld fair.