Retail Design for Piaget

Project Brief

To design a watches and jewelry boutique for Piaget at Unit 2.22.00 - 2.23.00, L2 & L3 at Pavilion Kuala Lumpur, Bukit Bintang, 55100 Kuala Lumpur, Federal Territory of Kuala Lumpur.

Client Brief

Piaget was founded by Georges Edouard Piaget in 1874 in Switzerland. They have achieved a lot of awards, including the world's thinnest mechanical, watches ever made at only 2mm thick. Also, Piaget has been blurring the boundaries between ‘Swiss watch’ and ‘luxury watch’ since 1874. Drawing on a wealth of ancestral expertise, the Maison imagines each of its luxury watches as the fruit of an exceptional marriage between the watchmaking and jewelry arts. From the finesse of its movements to the brilliance of its precious stones, the Swiss watch becomes a gem in the hands of its master craftsmen.

While Piaget luxury watches have always been synonymous with sophistication, the Manufacture has also played a starring role since 1957, thanks to the technology of its ultra-thin movements. A masterpiece of daring and watchmaking skill, the Swiss watch by Piaget calls upon more than one hundred crafts to push back the limits of thinness. It is an art that the Maison has crowned with precious or hard stone-set cases, dials, and bracelets for its luxury watches. Certain skeleton movements, among the thinnest in the world, bear diamonds even on their functional parts – as unique a feat in the world of men’s luxury watches as it is in that of women’s luxury watches.

SITE ANALYSIS

The pavilion is the most famous shopping mall in KL, there are monorail stations and MRT near the Pavilion. It takes about 10 minutes to walk from the Pavilion to both stations.

On the other hand, it can be seen that there are many hotels near the Pavilion. This is because this is the city center and many tourists will choose to travel to Kuala Lumpur. So there are many tourists staying in nearby hotels who will choose the nearby shopping mall. This has resulted in the pavilion being so crowded.

There are many restaurants near the Pavillion and there are many restaurants in the Pavilion. In this survey, I notice that Pavillion is high traffic and busy area, and also convenient for tourist.

The Idea

Piaget can be so successful today, it is because the Piaget family was dedicated to crafting watches and high-precision clock movements. George's-Édouard Piaget has a strong PASSION for watchmaking, he set up his first workshop on the family farm at only 19. Here, he dedicated himself to creating high-precision movements and components. Even though his watch is not so famous, he always tells himself "always do better than necessary" to do more superb and excellent watches for the client. Also, his motto "always do better than necessary" is what pushed his son to have a SELF-SURPASSING attitude that would continue to MOTIVATE Piaget today. 

The Concept

As you can see, I mentioned above, the Piaget family is strong and dedicated to the watchmaking business. From Piaget's history, the keywords of Piaget's being so successful today are PASSIONATE, SELF-SURPASSING, and MOTIVATE.

First, there is a heart-burning symbol that represents passion. The heart is burning showing that Piaget has strong feelings or beliefs about watchmaking. Second, the brain represents self-surpassing. If you want to have a self-surpassing attitude, you must have strong self-management awareness. So, I used the brain to show Piaget always has a self-surpassing attitude. Lastly, the body posture is showing encouragement and power. The meaning George's-Édouard Piaget (founder) is a good role model for his descendants and his motto “always do better than necessary” motivates his descendants to build on ongoing efforts.

By combining all sketches, the three symbols have been combined into a shape like a rotary table. These three symbols all are made of the arch and curved lines. After that, the curve line evolved to the edge with combine the arch making the sketches more powerful but not losing the elegance it deserves. The inner heart shape is combined with a sharp edge, it represents the founder and his descendants had a staunch and powerful passion to watchmaking. Also, you can see the line weight is more thinker to show the layering.

The layering brings out an important meaning, which is the relationship between the founder and his descendants. Piaget can be successful today and also have the credit of their descendants and the teachings of their predecessors. In the end, the layering curve sketches can be created into elegant and advanced furniture to reveal an environment of elegance.