Rolex Exhibition “TIME”
This project increase Rolex’s cultural capital by creating a different context than the store environment, delivering various cultural and historical ways to measure time to the to the general public and customers, and creating activities inspired by historical devices and methods. In addition, The project explores the concept of “TIME” which is additional value that can be handled in connection with a specific luxury product “wristwatch.” Through this exhibition, visitors will recognize various sorts of time beyond the watch, and learn the cultural history of the watch.
The exhibition consists of man-made methods to measure time to show the broader, meaningful concept of time. Each exhibits key concept is inspired by historical and cultural devices or methods, which are the hourglass, water clock, sundial, and lunar phases. Each one measures and estimates a different unit of time. The order and size of the exhibits were decided based on those units, starting with the smallest and ending with the largest.
GRAPHIC VISUAL IDENTITIES
Graphic represents the concept of the exhibition that bring natural elements into the exhibition and consists of subtle and delicate colors from natural elements which are sand, water, sun, and moon.
FLOOR PLAN / SECTIONS
This exhibition consists of four experiential exhibit parts and one brand promotion section at the end. This composition of the exhibition does not aggressively persuade visitors to purchase luxury item while within the exhibition, but rather leads them to gain more diverse perspectives of the brand and its cultural capital beyond its original luxury brand status.
Through this exhibition, visitors will recognize various sorts of time beyond the watch, and learn the cultural history of the watch. This will be an opportunity to confirm the brand products and further cultural approach by showing the wider concept of time rather than just the limited time represented by the clock.
To further enhance the visitor experience, there is an exclusive event for Rolex customers who have bought Rolex wristwatches. Pertaining to my project, the event is the next step that enhances Rolex’s identity which provides a special experience for the customer. Through this event, visitors can realize other valuations about Rolex as they explore the event’s theme, which is about the meaning of time.