By : BEHF Architects
GRANDS PRIX DU DESIGN – 16th edition
Discipline : Interior Design
Categories : Commercial Space / Commercial Space ≤ 1,600 sq.ft. (≤ 150 sq.m.) : Bronze Certification
Timelounge, a specialised luxury watch store in the heart of Vienna on Naglergasse Street, has reopened after a thorough renovation. The reason for the renovation of the existing premises was the possibility to more than double the space and exhibition capacity and to give it a modern design. At just over 100m2, BEHF Architects realises an individual look with high recognition.
Externally, the new Timelounge presents itself with a reorganised and restructured facade, without denying its original DNA. Inside, the main brands Rolex, Patek Philippe and Audemars Piguet have been assigned their own areas.
In distinction to other jewelers, the Timelounge does not engage in the internationally standardized design that is common in the industry, but finds a clear counterpoint to it. Based on the existing building structure, co-determined by historic preservation and security considerations, BEHF Architects stages an appearance with maximum contrast: Earthy materials in gray powerfully reinforce the existing structure and go in opposition to the subtlety of the clocks. Leather, rough lime plaster and terrazzo versus the smooth, polished, glossy surfaces of the clocks. This creates a calming and almost sacred mood.
Obvious design elements are intentionally recessed, the light used emphasizes and accentuates the space. The leather-covered desks act like altars. Here, the customer can take a closer look at the selected watch and receive detailed, unhurried advice. This is contrasted by the display cases, both exterior and interior, which showcase the watches on display to maximum effect, supported by digital surfaces that complement the communication.
A special accent is set by the pointedly used art of Erwin Wurm. Like a beauty mark on a flawless face, this deliberately distracts from the product and shows, with a wink, a second level of perception.