In celebration of its 170th anniversary, Gübelin honors its rich heritage as a distinguished watchmaker by unveiling an exclusive Gübelin timepiece, designed in collaboration with renowned architect Dr. Santiago Calatrava. Inspired by Calatrava’s visionary design ethos, we developed and executed the concept for the set design featured in the commercial, reflecting the elegance and innovation of this remarkable creation.

The watch’s form, characterized by its unique shape and harmonious elegance, served as the foundation for our concept. Using simple yet exquisitely constructed elements, we abstractly reinterpreted the watch’s design language, capturing its refined aesthetic and structural beauty within the set. This approach allowed us to seamlessly translate the sophistication of Calatrava’s work into a visually compelling environment.

The final design consists of six identical, repeating columns that create a semi-circular covered space through their arrangement. This configuration offers exceptional versatility, allowing the structural elements to be adapted and utilized in various ways to suit different settings and creative needs. A key aspect of the design lies in its dynamic interaction with light and shadow, which proved particularly captivating during the filming process.