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Timelounge

BEHF Architects

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Bronze
Deliberately earth materials in grey colour - Hertha Hurnaus
a reorganised and restructured facade - Hertha Hurnaus
a clear differentiation from other goldsmiths - Hertha Hurnaus
Deliberately earth materials in grey colour - Hertha Hurnaus

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Comments
Innovation
Functionality
Creativity
Eco-Social Impact
Total
JURY VOTES
Single-Brand Store
5.18
5.87
5.61
5.02
5.42
Alexander Fehre
Alexander Fehre Founder at Studio Alexander Fehre
4
5
3
6
4.5
Benjamin Kaplan
Benjamin Kaplan Design Director Global Brand Experience at Nike
5
7
7
5
6
Andrew Mcmullan
Andrew Mcmullan Director at Mcmullan Studio
4
6
6
4
5
Marjan van Aubel
Marjan van Aubel Solar Designer at Marjan van Aubel Studio
4
5
4
4
4.25
Ekaterina Elizarova
Ekaterina Elizarova Founder and Creative Director at Elizarova Design Studio
4
6
5
5
5
Jump Lee
Jump Lee Design Director at One fine day studio & partners
6
8
6
8
7
Julien Sebban
Julien Sebban Architect at Uchronia
5
6
5
6
5.5
Studio Lotus
Studio Lotus Architect and Interior Designer at Studio Lotus
5
6
6
7
6
Karol Suguikawa
Karol Suguikawa Creative Director at Karol Suguikawa Design
8
7
7
7
7.25
Jayati Sinha
Jayati Sinha Physical and Digital Experience Designer at Fjord @ Accenture
5
7
5
5
5.5
Alberto Martinez
Alberto Martinez Sales Manager of Central Europe at Andreu World
I really like the sustainability pr...
6
7
6
8
6.75
Yanfei Li
Yanfei Li Founder and Design Director at 8877 Interiors
4
5
3
5
4.25
Olga Sundukova
Olga Sundukova Cofounder at Sundukovy Sisters
4
6
5
6
5.25
Client
Timelounge
Floor area
103 ㎡
Completion
2022
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Accessories

BEHF Architects: Talking Watches 

Timelounge, a specialised luxury watch store in the heart of Vienna on Naglergasse Street, has reopened after a thorough renovation. The reason for the renovation of the existing premises was the possibility to more than double the space and exhibition capacity and to give it a modern design. At just over 100m2, BEHF Architects realises an individual look with high recognition. 

Externally, the new Timelounge presents itself with a reorganised and restructured facade, without denying its original DNA. Inside, the main brands Rolex, Patek Philippe and Audemars Piguet have been assigned their own areas.

 In a clear differentiation from other goldsmiths, Timelounge does not deal with the usual, internationally standardised design, but finds a clear counterweight. Partly determined by the protection of monuments, the concept of security and based on the existing building structure, BEHF Architects sets the look with maximum contrast: Deliberately earth materials in grey colour strongly strengthen the existing structure and contrast with the subtlety of watches. Leather, rough lime mortar and terrazzo versus smooth, polished, shiny surfaces of watches. This creates a calming and almost holy mood. The most important design elements are deliberately withdrawn, the light that is used emphasises the room. Leather-covered tables look like altars. Here, the customer can look at the selected watch in peace and quiet and get detailed advice. On the other hand, there are showcases, both indoors and outdoors, which maximally present the exhibited watches, supported by digital surfaces that complement the communication. 

A special emphasis is placed on the use of Erwin Wurm's art. Like a stain on a flawless face, it deliberately diverts attention from the product and, by winking, shows another level of perception.