My first real job after setting foot in Dubai was working with Swiss watch makers Parmigiani Fleurier. They were setting up their first showroom in the region, and had a unique vision of their showroom. Watches going for upwards of $250,000 they wanted to set their showroom apart from the rest, and enlisted my help.

I began to think about time and it what it really means. Aside from catching up with Einstein, I think the movie Lucy helped me understand the theory a bit better.

 Time gives legitimacy to it’s existence. Time is the only true unit of measure. 

The first concept I developed played on the meticulous attention to detail on all their watches, and the clock work on show on the back of the watch.

The second concept was inspired by Parmigiani’s yearly hot air balloon race.

Thanks to Florence and Guillame for their vision.