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 11, 2012
SimplexGrinnell highlights integrated suite of web-based technologies at NFPA Expo
eservices platform uses the power of the Internet to deliver more value to customers.
| Jun 11, 2012
Reed Construction announces new hire and promotion
Reed Construction hired Augie Insalaco as a project manager and promoted Matt Mahoney from project intern to project engineer.
| Jun 11, 2012
Hill International selected as CM for Porto Arabia Towers in Qatar
The complex is a mixed-use development featuring both residential and commercial properties.
| Jun 8, 2012
Living Building Challenge wins the 2012 Buckminster Fuller Challenge
The Living Building Challenge was chosen from a pool of 122 of entries from around the world.
| Jun 8, 2012
Nauset Construction completing sustainable dorm for Brooks School
Student input on green elements provides learning experience.
| Jun 8, 2012
Skyline Construction names Millitello president
Millitello is a 31-year veteran who has overseen the construction of campus-size projects.
| Jun 8, 2012
Thornton Tomasetti/Fore Solutions provides consulting for renovation at Tufts School of Dental Medicine
Project receives LEED Gold certification.
| Jun 8, 2012
Allsteel names Kris Yates to head architectural products group
Yates is responsible for the start up, launch and ongoing sales and marketing of Allsteel’s new Beyond movable walls.