House of Maurice Lacroix

Client

Maurice Lacroix Manufacture Horlogère Suisse

Year

2025

Location

Geneva, Switzerland

50 Years of the Brand: A Hands-On Experience

For Maurice Lacroix, Live Lab transformed the Hotel Eastwest in Geneva into an immersive pop-up during Watches and Wonders 2025. To mark the Swiss watch manufacturer’s 50th anniversary, several interactive brand spaces were created that brought the brand’s DNA, collections, and watchmaking craftsmanship to life.

Brand DNA condensed into the space

The centerpiece was the Legacy Room: a curated installation that translated 50 years of Maurice Lacroix into a spatial narrative. Pull-out panels, drawers, original sketches, vintage watches, technical components, and historical catalog pages brought the brand’s evolution to life in an interactive way – from the first watch in 1975 to a look ahead.

Collections with a distinctive style

Four additional rooms were designed as standalone brand spaces. PONTOS combined a basketball court, neon lighting, and a concrete aesthetic. FIABA transformed personal moments in time into a growing installation. AIKON put visitors in the spotlight with mirrors, a catwalk, and a photo spot. MASTERPIECE brought the art of watchmaking to life as a walk-in, pulsating timepiece.

Implementation in six weeks

From concept board to completion, the House of Maurice Lacroix was created in close collaboration with Maurice Lacroix and Konform AG over the course of six weeks. Live Lab was responsible for the concept, design, planning, and implementation of the pop-up hotel, combining storytelling, interior design, and brand identity to create a highly recognizable experience.