Trade Fair Stand SIHH

Location: Geneva

Task: Design Development and Construction Document

Collaboration: IWC Schaffhausen Store Planning Department

Execution: MCC AG, Oberembrach


A cross between the inside of a Mercedes racing engine, a Formula One racetrack, and a space age wind tunnel is the only way to describe IWC’s design for its awe-inspiring booth at the international watch fair in Geneva. The stand was devised to launch the Swiss luxury watchmaker’s Ingenieur collection and a new collaboration with MERCEDES AMG PETRONAS Formula One™ Team.

We’ve enjoyed working with IWC before so were delighted when they asked us to engineer their booth design – even though the build up time was a challenging two weeks. Calling on our trusted network of master craftsmen and expert technicians, we planned the stand’s construction down to the last millimetre. To save time during build up and to make sure every element was precision-made, the structure was prefabricated off-site. The result was a project that raced to the finish line faster (and smoother) than Sebastian Vettel