SG2 Design
slide show gallery I was part of the project team while working at ODB Architects in Milan, Italy, in this winning competition scheme to create a new corporate image for all of Tag Heuer's boutique stores across the globe. The scheme included the design of interiors, display cases, furniture and all other special items.

The concept incorporated the "diamond" retro-illuminated pattern that was used previously on the Tag Heuer exhibition stand (also deisgned by ODB Architects). It is a feature element that links the two projects together and forms part of Tag Heuer's new corporate image. The wall with the almost arbitrarily placed linear elements that form the ceiling lights, together with the wall patterning and retro-illuminated cuts in the display cases, symbolise the notion of movement in terms of space-time; time as a quantifiable measurement that Tag Heuer are specialists in.

The materials pallette was kept to a minimum,using Tag Heuer's preferred materials, which are both timeless and elegant, contemporary yet familiar. Special attention was directed towards the clear and obvious display for watches, which are treated like precious objects and are the fundamental element of the store, as well as it's purpose.

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©2014 Sebastiano Ghezzi

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