In advance of tomorrow’s kickoff to BaselWorld 2013, Dior Timepieces today unveiled its new 900m2 stand. Divided up into 2 levels, the new stand doubles the brand’s exhibition space in comparison with previous years.
Each year, Dior Timepieces augments its visibility in the luxury watchmaking world by participating in the International Basel Watch Fair (Baselworld). The concept for this year’s stand, which was created by the House’s Architecture office, plays on a palette of Dior greys, designed in modern materials (mirror, concrete, polished mirror) as well as traditional ones (felt, leather, wood, fabrics).
The stand also features elements of the masterpiece of 17th and 18th century architecture that was so dear to Christian Dior: Versailles. The ballrooms and mirrors, as well as its geometric gardens, of the iconic chateau echo throughout. At ground level, a staircase in polished mirror and grey ductal combines with the grey mirror walls to accentuate the effect of perspective. On the upper level, the open roof, hung with mesh, lets through a light, evoking the splendours of Versailles. The carpet on the floor features pixellized patterns to represent the paths and shrubberies of the chateau’s mythical French gardens.
Inside this showcase, Dior Timepieces will be presenting several new models, including the Dior VIII, Dior Grand Soir, La D de Dior, Chiffre Rouge, Dior Christal collections and the “Dior VIII Grand Bal”, an exclusive new “Dior Inversé 8 1⁄4” calibre with oscillating weights set with ornamental stone petals.
Photos courtesy Dior.