Project Info

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Year /
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IWC Perpetual Studios

In close collaboration with Modem, Baast Studio crafted an interactive installation for the IWC Amsterdam Boutique a luxurious, magical, and innovative experience inspired by the intricate mechanics of IWC’s Perpetual Calendar watches.

Drawing influence from concepts of space, time, and the thought-provoking insights of Brian Cox, we brought a sensory experience that placed the universe under the visitor's palm.

Summary

The IWC team continuously seeks to elevate their retail experience with installations that seamlessly blend artistry, innovation, and storytelling.

For the Amsterdam store installation, our goal was to go beyond a decorative feature, we created a multi-sensory experience designed to captivate and inspire. Featuring custom-made furniture and integrated displays, it connects effortlessly with the store’s screens and sound system, creating a layered, immersive journey.

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

For this new iteration, we enhanced the existing store installation, repurposing the hardware to craft a fresh, interactive experience that aligns with the Perpetual Studios campaign.

This evolution brings Brian Cox’s narrated audiovisual journey to life, delving into the very essence of time and the universe, offering visitors a profound and immersive exploration.

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

A lasting impression on every guest

By harnessing the latest technology, we have created a magical, immersive experience, a fusion of AI, interactive motion, and emotional engagement that draws customers deeper into IWC’s rich heritage in a seamless and elegant experience.

Striking a balance between intimacy and sophistication, the Perpetual Studios installation invites visitors to engage with the custom-made interactive furniture while offering sales representatives a unique opportunity to create a personalized storytelling moment, unveiling the full story of Brian Cox and the Perpetual Studios Collection.