It is now over a decade since the MB&F M.A.D.Gallery first opened its doors on Geneva’s Rue Verdaine in 2011, in the heart of the city’s Old Town. A second M.A.D.Gallery opened in Taipei in 2014, the third one in Dubai in January 2016, and a fourth in Hong Kong in October 2018. In collaboration with Voltige Design & Architecture, a highly experienced team with offices in Geneva and Lausanne, MB&F has redefined the interior design and architectural identity for its M.A.D Galleries —starting with the largest of its galleries, located in the famous Dubai Mall. The fresh identity is also applied to the growing number of MB&F shop-in-shops at the brand’s retail partners around the world —like the MB&F corner at PMT-The Hour Glass in Bangkok— and to a new retail format dubbed “MB&F Lab”.

“Like many things at MB&F, it all started with a ‘wouldn’t it be cool if...’” shares MB&F Founder Maximilian Büsser. “We were clueless, we had no idea what we were getting our- selves into. There was no plan for expansion. But it really took off and has grown organically. Now, 10 years later, I really wanted to elevate the gallery to be at the level of the art pieces. I wanted to bring a sense of dignity and impor- tance to the artists,” says Max.

The new MB&F LAB concept is a hybrid retail format that combines MB&F Machines with a curated selection of kinetic art pieces, in more intimate spaces than a full-fledged M.A.D.Gallery. The very first MB&F LAB opened in September at the iconic Raffles Hotel in Singapore; and a few days later on Rue Saint-Honoré in Paris. These two MB&F LABs were opened in collaboration with long-time retail partners Michael Tay and Laurent Picciotto, who have supported MB&F since day one. 

“I first met Max in Singapore in 1999 and it is one of those rare relationships in my life where what started as a professional partnership has, over the past two decades, transformed into one of a lifelong friendship. I value Max because he is one of the few visionaries in the universe of contemporary horology and – of more significance to me – shares similar life values and is both reliable and consistent in his approach to his brand and business.” Michael Tay, Group Managing Director of The Hour Glass

Voltige founders Tyl Vergriete and Vincent Groetzinger started with a focal detail that would be a visual marker for each space. Manufacturing the lens was an incredibly challenging process, carried out by a French ceramics company that has been in operation for over 170 years.

Another major challenge was the fabrication of the glass domes of the showcases, reminiscent of the aesthetics of old sci-fi movies and the domed sapphire crystals of MB&F Machines. Several criteria needed to be met, including an outstanding optical quality, a good level of security and the ability to access the watch easily. To avoid any structural element or visual disturbance, the glassmaker had to find a way to make a cut in the 5 mm thick glass dome and then create a perfectly matching second piece of glass to serve as a door. A fully customized curved slider was designed to allow for the door to slide out while moving to the side in one easy motion.

Where the vast majority of showcases are square glass boxes on four legs, the domed showcases break away from this usual industrial geometry to create something unexpected, echoing MB&F’s creations. The domes are completed with a cast aluminium tripod-like stand and a blue ceramic disc, that matches the giant lens, recalling MB&F’s love for all things space-age.

“After 30 years of friendship, it is unusual to be able to continue to renew oneself with as much confidence as creativity. Yesterday, we collected objects. Today, we create the whole universe that encompasses them. It finally corresponds to what MB&F has become —a leading brand with extremely strong values, which are concretely translated into the creation of new 360-degreee design, universe, and furniture.” Laurent Picciotto, Founder of Chronopassion

The third key element of the new design is the furniture, which Max Büsser explains as “something I would like to have in my own home”. The result is an homage to the quality and know-how of furniture craftsmen of the 50s and 60s. The main piece is a large table that has been modified by skilled carpenters so that it can display watches in recessed showcases embedded in the wooden surface. This watch display will take pride of place in the center of the space and welcome the visitor to sit at the table and take the time of a conversation. Original mid-century chairs and a sofa convey a sense of quality and elegance, both around the table and in separate lounge and bar areas.

The lighting is surely the last thing visitors notice in a gallery, but it is one of the most important elements. Voltige has installed a state-of-the-art system combining exhibition track lighting, allowing surgical precision for the art pieces, along with recessed ceiling lights and wall washers to ensure that the atmosphere and light intensity are always right during the day and night. The challenge was to create a comfortable mood in the space while giving each art piece the specific light it requires, so that everything feels coherent and harmonious.

In addition to the lighting, a digital screen in a portrait for- mat has been installed to show images of different elements from the MB&F world.

“What I love about this project is that we jumped in without really knowing if it was all possible – and MB&F jumped with us,” shares Voltige co-founder Vincent Groetzinger. “To see that the result is so close to our first 3D models is really satisfying. The other thing that I like is how it is really an extension of the MB&F world and its products.”

The M.A.D.Gallery in Dubai and MB&F shop-in-shop in Bangkok are the first locations to be fitted with the new architectural identity. The other galleries and several new shop-in-shops will follow suit in 2022 and 2023.

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