Gigantic aquariumBreitling at Baselworld 2006 - A new booth, a new presence
More beautiful, more imposing, more functional: the new Breitling booth inaugurated this year reflects the spirit and the style of the "winged B" brand more clearly than ever. The star of the show is a gigantic aquarium featuring 600 silvery sea bass that appear to be swimming in mid-air in the large central hall.
Astonishing people while remaining true to itself: such is Breitling's ambition for each new watch launch. Such was also its determination in designing a new stand for the great annual venue in Basle. This effort has clearly paid off: with its resolutely contemporary aesthetics and genuinely spectacular appearance, the Breitling area is asserting itself as one of the stellar booths in the prestigious hall 1.0, while eloquently and powerfully communicating the values on which the brand has built its success.
Functional aesthetics
Although located in the same place as before, the new Breitling booth occupies this area in an entirely different way. From the outside, the U-shaped building appears on three sides like a gigantic monolith in golden yellow stone (pietra dorata). The main "street" side is hollowed so as to reveal the heart of the building and its operating principle, much like diving into the core of a watch mechanism. A system of gangways on four levels enables a smoothly functional arrangement of the various areas gravitating around the central nucleus, including forty offices, two press lounges, a restaurant and a bar.
A clearly identifiable style
Through its uncluttered design as well as the choice of materials (Pietra dorata, walnut wood, brushed aluminum, etc.), the new Breitling booth is entirely in line with the architecture of the brand's other key premises, such as the headquarters in Grenchen and the Breitling Chronométrie building in La Chaux-de-Fonds. This consistency is reflected in the smallest details. The outer walls are highlighted at eye level by a "band" of small windows recalling the brand's historical milestones since 1884, and visitors are also able to view the year's most striking new launches.
The grand "live" show
However, the most surprising and most daring aspect is undoubtedly the huge aquarium overlooking the central hall, much like a giant screen or a gigantic lamp. This animation is visible from both inside and outside the stand. Instead of the virtual images that crowd our daily life, Breitling has opted for the real and fascinating vision of 600 silvery sea bass swimming in shoals through blue waters. In addition to its breathtaking beauty, this overhead ballet represents an incredible technical challenge that required the cooperation of one of the world's greatest specialists of aquatic fauna, Professor Jaubert, director of the Oceanographic Museum in Monaco. The seawater is prepared, treated and stored in a large reservoir on the basement level. Asystem of pumps creates a smooth current that flows around the entire aquarium, divided into two parts by a partition. The device is also equipped with a natural filter system based on a biological transformation principle. Elegance and performance, techniques and aesthetics: Breitling has once again set its standards extremely high for this new booth, just as it does with all its wrist instruments.
All informations about the watch fair: BASELWORLD