Edox&Vista SA Booth, CH-Basel
A new exhibition booth is to be designed for the Baselworld watch fair. :mlzd takes the image of a watch box — with its lining exposed — as the starting point. The result is a white cube with a cutout on the ground floor. The outer, white layer of the three-story structure is deliberately abstract in design. Like a veil, delicate chrome-plated steel chains drape over the cube, lending the pavilion an added touch of elegance.
The recessed space — the showroom on the ground floor — is lined with fine, locally sourced cherry wood. The room is defined by display cases in the form of glass cylinders, some of which are sandblasted and structurally integrated with the building’s framework. Other elements include a presentation counter and a large-scale mural depicting a Jura landscape — and thus the company’s origins. The two upper floors house simply designed meeting rooms and offices.
