‘Frozen time’ has been presented for a watch brand CITIZEN in Baselworld which is the largest watch and jewel industry exhibition in the world. In this year, the main exhibition hall has been fully renewed, therefore all the brands are intended to express their next 4 year’s vision. In order to conceive their brand identity almost all the brands has designed a fully new booth for this year’s exhibition.
CITIZEN as a Japanese watchmaker took their approach to represent their brand identity differently in this context. Instead of just renewing entire booth for next 4 years, they have reserved a large reception space to be opened and to present an installation for CITIZEN every year as space to evolve and to express their fundamental identity of ‘Challenging spirits’.
DGT has commissioned for the first year installation. First of all, by starting to visit the CITIZEN factory in Japan and discovered a million assembling process as human manufacture and to make it into one object was production of small universe. At the same time, by researching a conception of ‘what is a time?’ scientifically, historically, mechanically, ethnographically, etc… DGT has concluded a concept: ‘Time is Light and Light is Time’.
A movement plates that were suspended more than 50,000 pieces with 3,000 metal wires. Each of them has carefully positioned in wire with a geometric composition that has 30 different types. And when it constructed on site it is achieved an immeasurable complexity. There are 4 new watches that has displayed along the passage to navigate a space for a visitor to be an actor in the installation. Lighting was programmed with 178 LED dimmable spotlights on the ceiling and 60 spots on the floor to create an atmospheric sensation where notion of time - light are continuously changing or never be the same moment.