Swatch Pavilion Venice – Venice Art Biennale 2011

Biennale Pavilion for Swatch, Venice Art Biennale Design 2011

Venice Art Biennale 2011 : Swatch Pavilion

Swatch Pavilion Venice Art Biennale – design by 3deluxe

31 Jul 2011

Biennale Pavilion for Swatch

Venice Art Biennale Pavilion by 3deluxe

Location: Giardini

Design: 3deluxe

Swatch Pavilion Venice Swatch Pavilion Venice Biennale Swatch Pavilion Venice Art Biennale Swatch Pavilion Venice Art Biennale 2011

Appearing as though an open-air living room, a pavilion at the Venice Biennale’s Giardini was an ultra-relaxed setting in the midst of a park landscape.

Designed by German architects 3deluxe for label Swatch, the space was dedicated to displaying watches and the brand’s philosophies.

The mostly solid white interior contrasted its surroundings, while keeping product display neutral and clean, without flashy signage.

Movable curtains suspended from the canopy roof allowed for the pavilion to be closed off when needed. When the curtains move in the wind, it emphasizes the delicate nature of the architecture.

Swatch Pavilion Venice Swatch Pavilion Venice Biennale Swatch Pavilion Venice Art Biennale Swatch Pavilion Venice Art Biennale 2011

‘The lounge can be seen as a reference to the architecture of the Venice Biennale pavilions of the 1960’s and 1970’s,’ said 3deluxe. ‘It transferred their formal language into an open and free flowing 3deluxe-style and blended harmonically with the park landscape.’

Photos courtesy of 3deluxe

Swatch Pavilion Venice Biennale architect : 3deluxe


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Swatch Pavilion Venice Art Biennale