Project Info

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The Origins of Time

In close collaboration with Modem, and to mark the opening of the world’s largest IWC store in Amsterdam, we crafted an interactive installation that captured the essence of the brand's origins. The concept and interaction design seamlessly blended IWC’s rich heritage with the distinctive charm of Amsterdam's canals, emphasizing the brand’s deep connection to water, a story rooted in the currents of Schaffhausen and the iconic canals of Amsterdam.

The result was a refined, immersive experience that elegantly linked IWC’s heritage, embodying both the brand’s craftsmanship and the timeless flow of water.

Summary

Drawing inspiration from flowing rivers, canals, and the sea, the interactive experience mirrors the fluid movement of water, inviting users to engage with organic, ever-changing patterns.

Custom-made furniture and integrated displays work in harmony with the store’s screens and sound system, creating a layered, immersive journey. The result is a refined, sensory experience where IWC’s heritage and cutting-edge design coexist, serving both as a compelling sales asset and an unforgettable brand moment.

Project highlights

Unique interactions
2,000+
Increase in time spent inside the boutique
42%
Hand-tracking accuracy across diverse demographics
95%

Using an NFC card, a sales representative can discreetly tap the card beneath the table installation, triggering a captivating audiovisual show within the store. Creating an exclusive and immersive moment into the IWC story for visitors.

Background

The IWC team views retail as an art form, where innovation and storytelling converge to create meaningful experiences. For their new Amsterdam store, they envisioned a digital sensory moment that would seamlessly blend into the space, with no visible cameras, cables, or intrusive elements.

The interaction needed to feel subtle yet surprising to the touch, creating a magical moment for every guest when activated by the sales representative.

Our Process and Inspiration

When Modem approached us, we were instantly drawn to the challenge: creating a bespoke piece that felt both luxurious and organic. As experts in making technology feel natural, we were excited to take it on.

The process wasn’t without hurdles. The store was under construction, with changing lighting and no installed sound or lighting systems. We had to keep cameras and cables hidden while ensuring precise tracking and obstacle detection.

Collaborating closely with Modem, we crafted a subtle yet expressive piece inspired by natural water algorithms and impressionist art. The result was a seamless blend of innovation and elegance, perfectly fitting the IWC store’s luxurious feel.

A lasting impression on every guest

By harnessing the latest technology, we have created a magical, immersive moment where visitors can feel the history of the brand at their fingertips, drawing customers deeper into IWC’s rich heritage.

Imagine a sales representative placing a watch on the table, and the water gracefully flowing around it, creating a mesmerizing and dynamic moment.

A lasting impression on every guest

Originally conceived as a seasonal piece, the installation's luxurious design, dynamic experience, and seamless integration with the boutique’s architecture convinced the IWC team to keep the installation indefinitely.