On 27 October, Swatch inaugurated its new boutique concept on Corso Vittorio Emanuele in Milan. Guests at the cocktail party, to the rhythm of Saturnino Sensational djset, included personalities from the worlds of design, show business and sport. The new Swatch store concept brings together bright light, colour and movement to make the transition from one display to the next as harmonious as possible. The walls are transformed into a huge notice board or screens to accommodate the new advertising images, when the shop itself becomes an integral part of the campaign. Visitors and customers are involved in an exciting atmosphere, where choosing for oneself and for others becomes a fun game. The clocks, displayed on the wall on nine panels distributed both left and right, invite you to move your gaze from one model to the next. The bijoux are displayed on a wall called Bijoux Wall, set in staggered, illuminated niches. The large chandelier, over 2 metres in diameter, consists of 1479 non-functioning Swatch watches.
