Elegant, IFC Mall
[Hong Kong, Hong Kong]

Invited by Hong Kong based BrandImage, Claus was together with French interior designer Laurence Laneau, put in front of creating the concept for famous watchstore Elegant. Starting from absolutely scratch:

Elegant is the frame around a variety of luxury watch brands exactly like a gallery frames the paintings of an artist! As so, these frames create the identity of Elegant and become the overall brand and guarantee for the timepieces presented.

In IFC Mall we literally took the concept of the gallery into large square stone frames and instead of an artists painting we invited Cartier, Blancpain, Piaget and many more to create their own identity and (time)pieces of art inside these!

The store is also featured at Engelbrechts website, the manufacturer of the Danish Plateau chair's used in both lounges – external link, click here.

Credit:
BrandImage, project carried out by Claus Boman as design consultants with French designer Laurence Laneau.
Responsibility for Claus Boman and Laurence Laneau 50/50%:
Creating main interior design and concept directions.

The showcase barrels – think of good wine get better with age, so does fine timepieces.

The large scale stone frames exhibit the hi-end brands like a gallery frames an artists work.

Recently opened in IFC Mall, Hong Kong.

What you see is what you get – the frame concept is exposed both on facade and in the interior.

Brands provided their own interior displays.

VIP zone.

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