IWC SCHAFFHAUSEN’S 150TH ANNIVERSARY POP-UP

Oh, this old thing—it’s just a casual double-height glass facade that looms over Fashion Walk, inspired by the industrial style of the original IWC factory. Spread over two floors with 3,000 square feet of shopping space, this is not your average installation. Inside are the six worlds of IWC, including the Jubilee Collection, a Portofino zone complete with a vintage Vespa, watchmaker’s table and specialty coffee rotisserie. Here we also see impeccably kept vintage IWC watches alongside current models, showing how they have evolved to suit modern tastes but still maintain the signatures so loved by avid followers. In between visits to IWC’S realms, guests can take a break to enjoy freshly roasted specialty coffees prepared by artisanal coffee shop Urban Coffee Roaster. And just for this occasion, IWC has designed a collection of unique coffee sleeves printed with images of classic IWC watches. Most entertaining of all is the digital booth, from which visitors can start a storewide interactive game that allows them to visit three checkpoints while playfully following IWC’S 150 years of history. Those who make it to the end will win a rainbow-coloured tote bag. The pop-up store is open until June 10.