For Watches and Wonders Geneva 2026, Iconia Group created a new spatial concept for H. Moser & Cie., accompanying them in their transition as a major brand in a new 400m2 booth.
The project explores the “Elevated Luxury” through a suspended landscape of balloons, standing playfully yet held in tension. Floating showcases, translucent veils, reflective surfaces and a blue-to-white gradient evoke a sense of lightness and ascension.
The concept is driven by the new Pump watch, where air becomes both narrative and structure. Rounded shapes and orange accents echo the watch’s distinctive design language.
The exterior showcases are an extension of the reception area. Each vitrine suggests a balloon held under pressure, constrained, almost ready to burst. A direct reference to the creative energy at H. Moser.
