2024
Audemars Piguet
design at Lehanneur studio
The challenge
How do you win a retail design pitch for Audemars Piguet? By breaking the rules of traditional retail.
While working with Mathieu Lehanneur, we were challenged to create a one-of-a-kind retail experience at Art Basel, turning an iconic watch brand into a compelling artistic statement.
The goal? Anchor AP in the world of contemporary art with an installation that was far more than a store.
The project had to:
- Respect AP’s brand identity while pushing its boundaries
- Create an unforgettable experience for visitors
- Showcase all 52 variations of the Royal Oak
- Stage the craftsmanship—with a watchmaker restoring timepieces live
- Tell the story of watchmaking, from raw material extraction to intricate finishing
Audemars Piguet’s DNA is a dialogue between brutal nature (the mountains, the rock) and refined craftsmanship. Its story traces back to Huguenot artisans, who repurposed cannonballs into timepieces after the wars of religion.
We translated this heritage into a powerful spatial concept:
Two ultra-minimalist glass pavilions, pierced by massive, imposing rocks.
A fragile balance between raw power and absolute precision—just like every AP timepiece.
Flawless Execution
To bring this vision to life, we collaborated with top-tier specialists:
-A rock fabrication expert in Fontainebleau
- A Brooklyn-based company crafting aluminum booths for TV sets
- AP’s in-house teams for the technical elements
More than just a retail space, this project transformed brand storytelling into a living, immersive experience, proving that luxury can be felt as much as it is seen.
