photographer: © Mag. Eveline Tilley-Tietze
Veech Media Architecture (VMA) has designed and managed in cooperation with Swarovski the production of the interior structure of the 400m2 pavilion for the launch of the ENLIGHTENEDTM - Swarovski Elements gemstone brand at the BASELWORLD, Watch an Jewellery Show 2008, Switzerland. This ambitious and innovative design created an vibrating space that translates the fascination of the gemstone into a magical, three-dimensional, ambient environment.
The form of the space follows the logic of the folded faceted structure, which originally derived from the need to conceal the extremely restrictive and rather banal geometry of the existing outer tent construction and ultimately took the shape of a cut gem. The structure itself is composed of a pneumatic membrane divided into inflated facets. Animated lighting and sound design transformed the space into a spacious free-flowing subtle visual, acoustic and tactile spatial experience. VMA’s long-term creative partner, the British graphic designer Neville Brody/Research Studios, devised a series of animated graphics that highlight and enhance the key elements of Swarovski’s new brand while harmonising completely with the unique luminescent space created by VMA’s gradually alternating lighting cycles.
Design team: Veech Media Architecture GmbH