Corum inaugurates an over 700 sq.m. new booth at Baselworld 2013
On the occasion of the world’s leading watch industry event, Corum will be inaugurating an over 700 sq.m. brand-new three-floor booth. As the Baselworld show reveals its brand-new architectural concept this year, the brand from La Chaux-de-Fonds will also be unveiling its unprecedented new showcase for its latest creations brimming with innovation and expertise – including a world première.
New space, new dimensions, a whole new booth! At this year’s edition of Baselworld, held from April 25th to May 2nd 2013, Corum will be welcoming over 400 retailers and 300 journalists from around the world to its brand-new stand. While the brand will as usual be exhibiting in Hall 1 – the one hosting the most prestigious brands – it will be taking up even more spacious premises this year. With the new show complex inaugurated in 2013, Hall 1 is the ever more exclusive sanctuary of the leading Fine Watchmaking brands, since the number of exhibitors in this much-coveted location has dropped form 45 in 2012 to just 21 this year – within the same overall space.
Corum inaugurates an over 700 sq.m. new booth at Baselworld 2013
Visually graphic, innovative and technically complex like Corum watches, the new booth takes no less than 44 days to set up and 19 to dismantle. In all, 30 companies were involved in creating and producing it.
An architecture that appears to be suspended in mid-air
Conceived by the Neuchâtel-based architecture and design firms Studer Architecture and I+N Studer, the new Corum booth is composed of three pure volumes linked by a dynamic, flowing element. The façades owe their appearance to Macassar ebony, a precious wood associated with the brand image for around a decade. Thanks to ingenious milling work playing on depth effects, the structure forms a highly graphic composition featuring a chromatic identity similar to that of ebony. Instilling a light airy touch to the ensemble, a “second skin” or envelope has been created around the three volumes. The structure chosen for this is inspired by the cross-bars holding the baguette movement of the Ti- Bridge, one of Corum’s most iconic models. These aluminum LED-fitted loadbearing elements start from the ground and rise all the way to the top of the booth, while the showcases alternately integrated between the pillars and the side façade accentuate the entirely transparent sense of visual unity.
Corum inaugurates an over 700 sq.m. new booth at Baselworld 2013
The interior design is composed of elegant shades of light grey and bronze, while the purpose-built Macassar ebony furniture fits perfectly into the allocated areas.
Featuring an open design in the reception area and vertical circulation areas, the structure contributes to the light, transparent look and feel of the booth. This ethereal construction makes the interior look as if it has been lifted up and is now suspended in mid-air.
A 731 sq.m. area spread over three floors
The new booth embodying the Corum world comprises three floors and a total 731 sq.m. surface area. On the ground floor, visitors will not only be able to admire the latest creations from the brand, but will also discover certain treasures from its heritage through slides and films, while exploring the in-house expertise thanks to the presence of a watchmaker. Three press lounges on the same floor will offer journalists three separate experiences, respectively immersing them into the worlds of the Admiral’s Cup, Bridges and Jewelry collections.
Corum inaugurates an over 700 sq.m. new booth at Baselworld 2013
Nestling at the heart of a box covering all three floors, the 15 sales rooms provide comfortable and discreet closed spaces, while Corum guests will be able to enjoy refined cuisine in the restaurant located on the mezzanine area and providing a bird’s eye view of Hall 1.
See you at Booth A49 of Hall 1, from April 25th to May 2nd 2013!
Official site of Corum.
Press release
