Trade Fair Stand SIHH 2012

Location: Geneva

Task: Design Development and Construction Document

Collaboration: Roger Dubuis Store Planning Department

Execution: MCC AG, Oberembrach


Fantasy worlds inspired by the latest creations of the luxury watch manufacturer, Roger Dubuis, characterized the design concept of the booth at the SIHH international watch and jewelry fair in Geneva.

To evoke an adventurous mood as soon as visitors entered the stand, the lobby was designed like the vault of a Swiss bank - including flashing laser beams from a security system. Four doors invited visitors into the worlds of Roger Dubuis' new watch lines.

La Monegasque led to the scenery of a cosmopolitan casino, a place rich in both adventure and elegance. Excalibur reflected the virtues of King Arthur's knights with swords and armor. Pulson portrayed the thrill of a Mission Impossible heist with laser beams and action heroes, while Velvet created a soft oasis with thousands of pink feathers, a balance to the other more masculine atmospheres.

Underlining the integrity and reputation of the Roger Dubuis brand for technical excellence, the worlds were realistically rendered and crafted with precise, superb craftsmanship.