BASELWORLD is the world’s largest annual watch and jewellery show, and is generally also recognised as the most prestigious event of its kind. For a recent fair, leading luxury watch manufacturers The Dreyfuss Group and their premium watch brand Rotary commissioned a 250 square-metre exhibition architecture with open gallery-like displays on its lower floor and a VIP area on a private upper level.

To underscore the group’s position, rich finishes, materials and fittings including American walnut veneer, chandeliers and jewel box-like display cases enveloped visitors in an atmosphere of luxury and excellence. The lower floor was designed as an open-plan to invite visitors to engage, while the showcase area was left uncluttered to allow a continuous flow of traffic through the product gallery.

Large full colour light boxes incorporated watch showcase niches and highlighted the concept of rotating displays that accommodated the Rotary collection of watches. Upstairs in the VIP area, guests were treated to a business class lounge experience, while full-height glass walls afforded a panoramic view of activity on the floor below.