Project Info

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IWC Perpetual Studio: A Celestial Retail Experience

IWC and Modem came to us with a challenge: bring the magic of their Perpetual Calendar watches to life in their Amsterdam boutique. Not through glass cases, but through an experience people could touch and feel.

We took inspiration from the watch itself, its intricate mechanics that track time across centuries. Add in some Brian Cox philosophy about space and time, and we landed on something unexpected: an installation that put the entire universe in the palm of your hand.

Project highlights

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

One tap of an NFC card hidden beneath the installation, and the entire space transforms. The boutique becomes a stage, telling the IWC story through light, sound, and motion. It's not just immersive, it's unforgettable.

A Second Chapter

We evolved the installation for IWC's Perpetual Studios campaign, keeping the hardware but reimagining the experience. Now Brian Cox narrates a journey through time and the universe, turning interaction into something more profound.

Our Process and Inspiration

Inspired by the universe and the refraction of light in black holes, we designed custom generative graphics.

From developing a generative Aurora Borealis that reacts to touch to exploring emerging technologies and training our own AI, we created an interactive system capable of adapting to diverse store lighting conditions while ensuring inclusive and precise hand tracking for all users.

IWC WIP schaffhausen Retail Installation

More than a boutique visit

We combined AI, motion tracking, and storytelling to create an experience that pulls visitors into IWC's world. It's seamless, elegant, and designed to make people feel connected to the brand's heritage without feeling like they're being sold to.

The furniture is interactive, the experience is intimate. Visitors explore at their own pace, while sales reps can guide the moment, using Brian Cox's narration to reveal the deeper story behind the Perpetual Studios Collection.