The World Watches BaselWorld 2013

BaselWorld, held every spring in the city of Basel, Switzerland, is the world’s pre-eminent watch and jewellery show. Dating back to 1917, BaselWorld 2013 played host to some 1,460 companies from the watch, jewellery and precious stone industries and related sectors, spread over 141,000 sq. m. of exhibition space.

Pico played a major role in making eight high-profile brands part of the action at BaselWorld 2013. One of the most exciting brand was Charriol Genève, whose 160 sq. m. booth was exclusively designed and delivered by Pico. As the launch for Charriol’s new ‘retail brand bible’, the booth marked the birth of the company’s new Pico-designed global retail strategy, for its monobrand stores, shops-in-shops, corners and retail assets such as table top displays, window displays and glorifiers.

Designed and manufactured with sustainable materials, the booth needed to reflect thenew style of Charriol, while providing a platform to showcase the new retail assets to Charriol’s distributors and retail channels for global uptake and roll-outs. We provided innovative and immersive digital media displays, including all CGI and real-life on-screen content. The front of the booth housed 15 pillar product displays, comprising transparent touch screen niches, all synchronised using state-of-the-art dataton/Watchout computer technology. The front entrance featured a fog screen, while internal magic mirrors ran real-life narratives by Coralie Charriol, Charriol’s Creative Director.

For The Dreyfuss Group’s double-deck 180 sq. m. booth, we created a warm and friendly workplace, all fully air conditioned, with high end and quality materials. This beautiful showcase for The Dreyfuss Group’s product portfolio, saw the ground floor reserved for product displays and the upper level for face to face discussions, hospitality and private meetings. 

For Cuervo y Sobrinos, the ‘Swiss brand with a Latin Soul’, the brief was quite unusual: a 163 sq. m. Cuban Garden, and Oasis of tranquillity, with a Mojito bar as the centrepiece. Wanting to create ‘an oasis where you can sit back, drink a Mojito and get a true taste of the culture of Cuba’, this relaxed atmosphere allowed the client to quietly introduce its new range of timepieces honouring the unique world of classic car aficionados.

Pico also designed and fabricated booths for Elle, Karp Jewellery, Bentle & Rochas and Faithtex Sarl, and sourced and provided furniture for ISA’s booth via the Saint Honore design house.

For Elle, we created a 122 sq. m. double-storey booth, wrapped in a simple white, clean cut and clear form which highlighted huge exterior product shots. The design intent was to create an impressive visual effect while projecting a stylish yet symbolic brand image.

Karp Jewellery’s 59 sq. m. booth was a lesson on how to create a spacious feel using tasteful product selections. Choices including floor-to-ceiling glass, metallic showcases and dimmed lighting helped to create an elegant yet expansive feel.

Bentley & Rochas’ single-deck, 60 sq. m. booth was themed ‘Sophisticated Watchmaker’, and the core design element was the representation of classical design and professionalism through the use of black-and-white imagery and decoration.

Pico activated Faithtex Sarl’s 32 sq. m. booth in an unusual and striking way. Blauling in German means ‘beautiful blue butterfly’. Using royal blue elements to represent the splendour of a blue butterfly and its unique floral dance, the décor of the 32 sq. booth inspired nobility and the love of life, while exuding beauty and grace.

Over its eight day run, an impressive 122,000 visitors enjoyed the delights of BaselWorld this year, up 17% on 2012’s show, and the presence of over 3,600 journalists created a worldwide buzz for our clients and hundreds of other exhibitors.

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Exhibitions  |  Creative  |  Fashion