Architecture: The ultimate communication lever for luxury brands

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Architecture has become the ultimate means of communication for the big names in luxury, who now come to sign their production tools by architects from all over the world. The objective? To design real showcases of the know-how and history of these brands.

 

Luxury brands have always designed production facilities that meet functional criteria and are adapted to the work system of their employees. Architecture is not yet the priority, with a few exceptions.

 

For some time now, architecture has been used in the service of luxury watch manufacturers, more and more of whom are signing their factories with great names in modern architecture.

 

For example, the headquarters of the Swatch brand, located in Biel, Switzerland, first designed in the shape of a snake seen from the sky and then transformed by Japanese architect Shigeru Ban with magnificent pastel-colored stained glass windows, or the spiral-shaped Workshop-Museum of the famous Audemars Piguet brand, designed by Danish architect Bjarke Ingels.

 

Since then, investments with the world’s leading architects have succeeded one another to come up with unique, designer and modern monuments. Competition is no longer limited to the products they sell, but to the places where they are manufactured, which are as stylish and elegant as the products they sell.

 

The factory of the watch brand Dodane, located in Besançon, was one of the only exceptions.

 

Between 1939 and 1943, the brand had one of these production sites built for the first time by the architect Auguste Perret. Years later, it was recognized as a historical monument by the State in 1986.

 

Cartier followed suit in 1992 by calling on Jean Nouvel, one of the great names in French architecture, to design its new production unit in Saint-Imier, Switzerland. In 1993, the architect Frank Gehry designed the exterior façade of the Guggenheim Museum in Bilbao, Spain.

 

In the 2000s, fierce competition began to emerge between all the big names in luxury watchmaking, who were tearing apart the services of the greatest architects to come and sign their factories as true works of art and make a name for themselves. A unique and privileged service that has a cost.

 

More and more watch manufacturers are therefore being designed in the image of their products, architectural jewels reminiscent of their history, their know-how, and their excellence.

 

While watchmakers have been caught up in this phenomenon, it has also affected major wineries, such as the famous Hennessy cognac brand, which recently called on architect Frank Gehry to design a limited edition cognac with a luxurious and surprising design, at a unit price of €15,000.

 

Today, architecture is affecting all areas of luxury, and in particular the watchmaking industry, in order to shatter this rather wise, discreet and conservative old image.

 

Read also > HENNESSY X FRANK O. GEHRY: A PRESTIGIOUS COLLABORATION BETWEEN ARCHITECTURE AND WINE ESTATES

 

Featured Photo : © Swatch[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]

Architecture has become the ultimate means of communication for the big names in luxury, who now come to sign their production tools by architects from all over the world. The objective? To design real showcases of the know-how and history of these brands.

 

Luxury brands have always designed production facilities that meet functional criteria and are adapted to the work system of their employees. Architecture is not yet the priority, with a few exceptions.

 

For some time now, architecture has been used in the service of luxury watch manufacturers, more and more of whom are signing their factories with great names in modern architecture.

 

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Architecture has become the ultimate means of communication for the big names in luxury, who now come to sign their production tools by architects from all over the world. The objective? To design real showcases of the know-how and history of these brands.

 

Luxury brands have always designed production facilities that meet functional criteria and are adapted to the work system of their employees. Architecture is not yet the priority, with a few exceptions.

 

For some time now, architecture has been used in the service of luxury watch manufacturers, more and more of whom are signing their factories with great names in modern architecture.

 

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Thanks to its extensive knowledge of these sectors, the Luxus + editorial team deciphers for its readers the main economic and technological stakes in fashion, watchmaking, jewelry, gastronomy, perfumes and cosmetics, hotels, and prestigious real estate.

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