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
| Jun 13, 2012
Is it time to stop building convention centers?
Over the last 20 years, convention space in the United States has increased by 50%; since 2005, 44 new convention spaces have been planned or constructed in this country alone.
| Jun 13, 2012
Steven L. Newman Real Estate Institute to hold energy asset conference for property owners, senior real estate managers
Top-level real estate professionals have been ignored as the industry has pushed to get sustainability measures in place.
| Jun 12, 2012
SAC Federal Credit Union selects LEO A DALY to design corporate headquarters
LEO A DALY also provided site selection, programming and master planning services for the project over the past year.
| Jun 12, 2012
Restoration Millwork exterior trim achieves GreenCircle certification
Made from cellular polyvinyl chloride, the full line of Restoration Millwork trim, beadboard and accessories is engineered to look, feel and work like top-grade lumber.
| Jun 12, 2012
Piché joins C.W. Driver as director of business development
Piché will expand upon project opportunities for firm’s Southern California operations.
| Jun 12, 2012
BCA Architects transforms Anaheim schools into dynamic learning environments
BCA Architects was selected to update the district's long-range master plan.
| Jun 11, 2012
Survey reveals emerging trends in parking
Industry-transforming innovations are changing the way we park.
| Jun 11, 2012
Buro Hapold hires new principal Neil Porto
Porto brings a broad depth of expertise in civil and structural engineering to new and existing projects.
| Jun 11, 2012
Historic church gains energy efficiency, retains aesthetics with architecturally rated windows
New windows would need to not only stand the test of time, but also accommodate the aesthetics of an architecturally historic church.
| Jun 11, 2012
Genivar and WSP Group join forces
Genivar concurrently announces a $225 million public bought deal of subscription receipts, a $197 million private placement of subscription receipts and new credit facilities.