The “Levitation” display case: contemplative poetry
Once again this year, the display cases on the Hublot stand, designed by Dietlin Artisans in Romanel, were a star attraction at Baselworld 2012 right from the start of the exhibition.
Specially designed for the event and located at the main entrance to the stand, one display in particular reflected the image of Hublot watches. It was an event all on its own. Even a world first.
“Puzzled and questioning” visitors crowded around the display to marvel at a Tourbillon carbon watch levitating in space, “carried by the wind”, with no fixtures or supports, in the centre of an illuminated case.
To create this concept, Dietlin Artisans worked with the Hungarian company Flyvision, the leader in levitation displays.
But how was the watch supported? This was the first time a levitating watch had been displayed. On closer inspection, components (body, face, winder) could also be observed orbiting around the product. The objects moved slowly, with a kind of contemplative poetry, perfectly showcasing the innovative materials and technologies demanded by Hublot.
Observers came up with some very imaginative explanations for this levitation effect. Here are some of the comments recorded by the security guards for the Hublot team each day:
“It's invisible fishing wires" “Powerful magnets are suspending the objects in space” “Lots of invisible glasses are being hidden by a mirror effect” “It’s like the old magic tricks, they’re using mirrors to hide the stand holding the watch” “They’re using pressurised gas to make the objects levitate” (this was the red herring published by Business Montres that gave the security staff at Baselworld such a scare).
We could quote many more “theories”, however extremely few visitors came up with the correct solution for the “mysterious” traditional timepieces and watches in which the mechanism is replaced by invisible sapphire crystals. The Levitation display case will be appearing in some exclusive Hublot stores throughout the world. On the strength of the amazing success of this world first, Dietlin Artisans is now working on some new concepts for Hublot: the huge works in the new Hall 1 at Baselworld and Hublot’s new stand for next year are paving the way for innovative display techniques. Visitors to Hublot’s stand at Baselworld 2013 will not be disappointed.
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