Photo Credit: BFA
At the beginning of March, esteemed watch retailer Watches of Switzerland opened its doors to its newest, gorgeous boutique at the brand-new Hudson Yards retail center. The stunning ground-floor boutique spans 6,500 square-feet and features some of the finest timepieces in the world from brands including Breitling, Bremont, Grand Seiko, Hublot, IWC Schaffhausen, Jaeger-LeCoultre, Longines, OMEGA, TAG Heuer, TUDOR and Vacheron Constantin and also manages neighboring Patek Philippe and Rolex boutiques on each side. Now, the cutting-edge retailer has added another pinnacle factor to its already impressive offerings—a groundbreaking new artwork design by artist Marco Brambilla—an immersive video entitled Crystal Observatory.
Photo Credit: BFA
The one-of-a-kind video takes viewers on a journey through the inside of an impossibly intricate crystalline structure that is constantly in flux—similar to the incredible complications of each of the covetable timepieces offered in the store.
Photo Credit: BFAOn his inspiration for the video, Brambilla explains, “Crystal Observatory is a virtual sculpture that would be impossible to execute in the physical world. It is made of computer-stimulated crystal carved into geometric patterns that become increasingly complex as we rise to the top of the monumental structure.”
Photo Credit: BFA
“The crystal’s capacity for almost infinite reflection creates the impression of being inside a kaleidoscopic world where light and movement are the only reference points. I was inspired by cubism and early light artists like Julio Le Parc and wanted to create a visual composition which is pure in abstraction using only the refraction of light. A composition where patterns emerge from movement, light and color, in much the same way they would a cubist painting,” he concluded.
Photo Credit: BFA
The awe-inspiring video will attract viewers of the boutique and encourage creativity, wonder and an appreciation for some of the most beautiful and complex things in life. It adds a touch of culture to the overall shopping experience, which also includes a gorgeous in-boutique bar, personalized customer care, boutique activations and so much more.
Photo Credit: BFAIt was important for the watch retailer to incorporate creativity and art into the boutique, as the brand has been a champion of the arts since its inception and holds it as a cornerstone of its rule-breaking approach to U.S. retail—which in turn, has helped it stand out from its competitors as a unique, all-encompassing boutique experience. The brand first dipped its toes in the arts with Watches of Switzerland’s Soho flagship, through collaboration with non-profit foundation, Aperture. This new partnership with Brambilla gives the Hudson Yards boutique its own unique identity.
Photo Credit: BFA
The grand debut of his work inside the boutique was nothing less than elegant and extraordinary, bringing forth a wonderful cultural masterpiece and attracting notable attendees like Executive VP of Watches of Switzerland David Hurley, Managing Partner of the Foundry Companies Scott Fishkind, fashion artist Pari Ehsan , DJ Brendan Fallis, influencer Lainy Hedaya and so many more—to show up and view the masterpiece in person.
Photo Credit: BFA
The Marco Brambilla video exhibition will remain on display in the Hudson Yards boutique throughout the Spring season for guests to come view and enjoy. For more information including store hours, please visit here.
