Art Basel was the perfect backdrop for the French designer to shine light on the luxury brand’s DNA.
The contemporary art fair Art Basel, provides Mathieu Lehanneur with an opportunity to literally scan the Joux Valley, the Swiss birthplace of Audemars Piguet, and reproduce the DNA hanging in the air. The French designer once again rose to the challenge of creating a magical and seductive setting drawing from nature without imitating it thanks to extremely innovative resin and fibre moulding technology.
Keen to purport good links between technology and nature to achieve a better society free of ecological discourse, Lehanneur went to cast the Swiss landscape. A perfect impression of these rocks was formed, like an alphabetical primal blueprint enabling him to create his own version of the valley on the luxury brand’s stand.
“I am inspired by nature, technology and the design opportunities that they provide. I wanted to take on the beguiling landscapes of the Joux Valley for this project as they played an essential role in the history of Audemars Piguet.”
The convincingly realistic result, catapults the landscapes to the ranks of the most isolated and difficult in Europe, in the crowded realm of the largest contemporary art fair in the world. A valley without gravity, reminiscent of Pandora’s floating mountains in Cameron’s film Avatar, which confirms the French designer’s power to extricate magical images and situations free of any restrictions.