duendepr.com news Mathieu Lehanneur for Audemars Piguet at Art Basel Miami

Mathieu Lehanneur for Audemars Piguet at Art Basel Miami


After its launch in Hong Kong last May, the new Lounge concept for Audemars Piguet goes to Miami for the famous contemporary art fair Art Basel from 4 to 7th december. The prestigious Swiss fine watchmaking brand called upon Mathieu Lehanneur to design its new presentation, demonstration and sales areas. The French designer literally scans the Joux Valley, the brand’s historical birthplace, to replicate its mineral DNA suspended in the air.


Lehanneur has once again risen to the challenge of creating a magical and seductive architecture that draws on untamed nature, thanks to extremely innovative moulding technologies from archaeology. Keen to purport good links between technology and nature to achieve a better society free from first-degree ecological discourse, the designer went to mould the Swiss landscape. A perfect impression of these rocks was formed, like an alphabetical primal blueprint enabling him to create his own version of the valley in the luxury brand’s premises.


‘I am inspired by nature, technology and the design opportunities that they provide. I wanted to take on the beguiling landscapes of the Joux Valley for this project as they played an essential role in the history of Audemars Piguet, so as to introduce them to the world.’  


The result produces a striking contrast between the extreme sophistication of the watches and this glass, wood and stone architecture. Time stands still in this valley without gravity, reminiscent of the floating mountains in Cameron’s film, Avatar, and that confirms the French designer’s power to extricate magical images and situations free of any restrictions.


Video of the concept and production: http://vimeo.com/97739305

Photos credit Felipe Ribon

Mathieu Lehanneur for Audemars-Piguet

Art Basel Miami from 4th to 7th december 2014