Project Info

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The Origins of Time: Watchmaking Heritage Brought to Life

IWC's largest store opened in Amsterdam, and we worked with Modem to create an installation worthy of the moment.

The experience connects IWC's origins in Schaffhausen to Amsterdam's canals through water, the element that ties both places together. It's an immersive celebration of heritage, craftsmanship, and flow.

Project highlights

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

Sales reps control the magic with a hidden NFC card. One tap beneath the table, and the store becomes a stage, an audiovisual journey through IWC's story that feels intimate and unforgettable.

The Challenge

IWC sees retail as storytelling. Their Amsterdam store needed a digital experience that felt seamless, one that lived in the space without dominating it.

That meant no visible cameras, no cables, no tech on display. The interaction had to be subtle but surprising, a moment of magic that sales reps could unlock at exactly the right time for each guest.

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.

Picture this: a watch is placed on the table, and water begins to flow around it, moving gracefully as if the timepiece itself is creating ripples in a stream.

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.