In response to the call for proposals for Watches and Wonders 2025, Atelier GH, in collaboration with Shortcut Event, has envisioned an open and evolving architecture for the new Vacheron Constantin stand.

Designed as a living, evolving showcase, the project combines modularity, watchmaking expertise, and immersive experiences to support the Maison in both its present journey and future ambitions.

Built around the principle of Open Architecture, the stand offers visual breakthroughs from all peripheral pathways of the exhibition. The open main façade and corner encourage an intuitive and welcoming approach to the space.

The structure is based on a double grid system for the floor and ceiling, forming the true canvas of modularity: on the ground, a topographic marquetry from which display cases and modular partitions emerge; overhead, a guilloché canopy weaves a subtle echo of the decorative arts, from which large themed drapes are suspended to shape the different areas of the stand.

The spatial layout distinguishes three zones: a flexible public area anchored by the Maltese Cross and the thematic hanging drapes; a more permanent professional zone; and a mixed-use area centered around a lounge bar and a Touch & Feel space.

The material approach, inspired by fine watchmaking, blends metal, wood, glass, felt, and leather, reinforcing the sensory dimension of the architecture. Every detail pays tribute to exceptional craftsmanship: engraving, guilloché work, enameling, jewelry making, and watchmaking.

At the heart of the stand, the STORYMATIC event concept stages “The Quest”: a kinetic installation composed of metallic mesh curtains animated by visitors’ movements, creating a vivid and personal visual experience.

Finally, an immersive room extends this journey: a moving floor invites visitors to advance relentlessly toward their goal, symbolically embodying the philosophy of excellence and surpassing limits that has driven Vacheron Constantin for 270 years.