LocationMadison Avenue, NYC
ArchitectAtmosphere Design Group LLC
IWC Schaffhausen, the Swiss luxury watch manufacturer, has opened a two-story, 2,500sf New York City flagship boutique on Madison Avenue. The five watch lines - Aquatimer, DaVinci, Portuguese, Pilot, and Ingenieur - are placed in architectural environments that emulate their individual characters which invites customers to enter into a voyage. The experience encompasses images of deep sea diving behind glass panels, a flight simulator complete with checker plate flooring, and a high-tech road bike made of carbon fiber set against slate veneered walls in a rocky and rough pattern.