Swarovski Ambient Gem

No strangers to commissioning event architecture, Swarovski needed a cutting-edge design that would make waves when launching its Enlightened Swarovski Elements gemstone brand at the world’s leading watch and jewellery show Baselworld. Completed in a very tight time frame of only two months, Veech x Veech designed and produced a 480sqm pavilion that translated the office’s fascination for gemstones into a three-dimensional, magical experience.

Located within an existing structure of no architectural merit, the design team responded by concealing the outer construction and arriving at a design inspired by the faceted structure of cut jewels. Veech x Veech designed a pneumatic membrane to create a back-lit faceted interior, and teamed this with a specially created soundscape and ambient lighting that moved through a repeating cycle of colours throughout the day to create different atmospheres.

The widely respected British graphic designer Neville Brody was invited by Veech x Veech to create a series of animated graphics to highlight key elements of the new brand.