IWC SIHH Geneva 2013
Location: Geneva
Task: Design Development and Construction Document
Collaboration: IWC Store Planning Department, Schaffhausen
Execution: MCC AG, Oberembrach
A mix of the inner workings of a Mercedes racing engine, a Formula One racetrack and a state-of-the-art wind tunnel - this is probably the best way to describe the design of IWC's impressive stand at the international watch fair in Geneva. At the stand, the Swiss luxury watch manufacturer presented its Ingenieur collection and its new partnership with the Mercedes-AMG Petronas Formula One Team.
MACH effectively worked with IWC previously, so it was a pleasure and at the same time a great challenge to develop the stand design: The installation had to be ready after only two weeks. With the help of its proven network of master craftsmen and technical experts, MACH planned the stand construction down to the last millimeter. To save time during assembly and to ensure that every element was precision-made, MACH had the construction prefabricated externally. The result was a project that raced across the finish line faster and smoother than Sebastian Vettel.