Danish firm BIG unveils their newest design – a spiraling structure of steel and glass that juts down into the earth at La Vallée de Joux, Switzerland, for luxury watchmaker company Audemars Piguet.
BIG, along with HG Merz, Luchinger & Meyer and Muller Illien were commissioned by the company to design their newest flagship, which will also be an expansion of the company’s headquarters.
The 25,800-sf pavilion will house the company’s museum, called Maison des Fondateurs. According to Jasmine Audemars, president of Audemars Piguet’s Board of Directors, the museum will be “a place for people to enjoy and share the passion of watchmaking.”
The spiral shape is a storytelling device for the company’s history; as visitors walk down, they are guided through a linear sequence of spaces and events through lounges, galleries and workshops, until they are eventually led to the heritage building in a workshop where the company originated.
In addition to the pavilion, the building will include an underground guest house with windows camouflaged under grassy hills, providing views over the Vallée de Joux.
Bjarke Ingels, founding partner of BIG, comments on the design: “Watchmaking like architecture is the art and science of invigorating inanimate matter with intelligence and performance. It is the art of imbuing metals and minerals with energy, movement, intelligence and measure – to bring it to life in the form of telling time. Unlike most machines and most buildings today that have a disconnect between the body and the mind, the hardware and the software, for the Maison des Fondateurs we have attempted to completely integrate the geometry and the performance, the form and the function, the space and the structure, the interior and the exterior in a symbiotic hole”.
“La Maison des Fondateurs not only symbolises the deep connection between the brand and its origins but also its spirit of independence and avant-garde,” Audemars adds.
Related Stories
| Jan 15, 2013
Morris Architects joins Huitt-Zollars
Morris, which will continue to provide services under its current name and leadership, is entering its 75th year of continuous practice as an architectural, interior design, landscape architecture, and planning firm.
| Jan 11, 2013
HMC Architects: In their own voices
See what HMC professionals say about their “Best AEC Firm to Work For”
| Jan 10, 2013
Guide predicts strongest, weakest AEC markets for 2013
2013 Guide to U.S. AEC markets touts apartments, natural gas, senior housing and transmission and distribution.
| Jan 9, 2013
Panasonic and Bluebeam preview new architect app at CES 2013
Panasonic and Bluebeam Software collaborate to develop and introduce the 4K tablet and software to the design and construction industry.
| Jan 3, 2013
Answered prayers
A bold renovation enables a small church to expand its mission on a grand scale.
| Jan 3, 2013
Top BIM/VDC articles of 2011-2012
A compendium of BD+Cs top building information modeling and virtual design + construction articles from 2011-12.
| Jan 3, 2013
8 trends shaping today’s senior housing
The ranks of those age 65 and older are swelling by the thousands every day. Is there an opportunity for your firm in the seniors housing market?
| Jan 2, 2013
Trends Report: New facilities enhance the quality of campus life
Colleges and universities are building state-of-the-art student unions, dining halls, and other non-academic buildings to enrich the campus experience, boost enrollment, and stay competitive.
| Jan 2, 2013
M&A activity at U.S. AEC firms up slightly
Total mergers and acquisitions in the AEC industry hit 171 in 2012, up slight from the 169 deals in 2011.