slice of time

[Outline of the project]

A spatial installation for the Italian luxury watch brand "PANERAI."
First, concept design a transparent, "shell" watch that embodied Panerai's distinctive features, such as the one-stroke numerals on the indexes and the square-shaped case, and then stretched it to a length of 16 meters through extrusion molding.
These long, thin "shell clocks" are sliced bit by bit to create watches by hand, and visitors can take home the finished product.
Visitors' "age" is converted into "mm" and cut out, naturally creating clocks of various proportions.

A circular atelier space is set up for each step of the work, such as polishing, sandblasting, and assembly, and the way these steps interlock and link together to gradually complete the watch is presented like the gears of a clock.
One clock is produced every five minutes, and the long, slender "empty shell clocks" will gradually become shorter over the course of displays, until they have all disappeared, at which point the installation will come to an end.
In other words, this "empty shell clock" is also a device that allows us to perceive time, just like an hourglass.
We thought that by converting "time" into "length," like "selling watches by weight," it would be possible to experience time, and even to "take home your own time."

This property was designed by our company's concept design team, "onndo(※)."

*What is "onndo"?
 o perated by n omura and n endo d esign o ffice
Our creative team has a business partnership with "nendo," concept design office headed by the world-renowned designer Oki Sato.