In 1924, CITIZEN introduced its first product—a pocket watch. The name “CITIZEN” was chosen to embody the vision of creating a timepiece that would be cherished by as many people as possible for years to come. Inspired by this founding philosophy, the company has spent the past century continuously striving for improvement.
In celebration of its 100-year anniversary in 2024, CITIZEN has launched a commemorative book and hosted a week-long pop-up exhibition across several cities. We were commissioned to design and erect the exhibition in the heart of New York City’s West Village. With just two months before the scheduled opening, we faced a tight timeline, working within a space that had limited access, while adhering to the client’s desire for a functional, industrial aesthetic.
The challenge was to create a journey guiding the visitor through 100 years of watchmaking integrating the display solution seamlessly with the existing conditions while preserving the uniqueness of the site, so we could make the displayed watches stand out and elevate them. We focused on utilizing readily available materials that required minimal labor for installation. Collaborating closely with the Client and the Strategic Consultant, we developed the layout and renderings, proposing display solutions alongside graphic design elements. Once the design was approved, we prepared detailed technical drawings and worked hand-in-hand with the contractor to ensure an efficient installation process.
Our design approach integrates new display elements with the existing structure, creating a dialogue with the site architecture—defined by red brick walls, a central line of black metal columns, and a skylight bathing the rear in natural light. We proposed a central horizontal element: a floating black table with legs seamlessly integrated into the columns, and a U-shaped display table at the rear, following the brick wall’s perimeter and illuminated by the skylight. This central longitudinal display element aligns with the existing metal columns, while the perimeter display element embraces the rear space, guiding visitors through the exhibition and emphasizing the concept of the journey.
We developed singular display solutions for special pieces of the collection: the 2 pocket watches and the 5 new watches. The two pocket watches—one from 1924 and the latest from 2024—were displayed on a black floating shelf on the entrance wall, with the only vertical panel of the exhibition showing the drawings of the pocket watches. The five newest watches were exhibited in transparent cases, positioned on a shelf between the only two columns that were not aligned with the central line of columns.
In terms of graphic design, we created vinyl banners to represent the 12 categories of watches, each following a specific color code, incorporated wall writings with Citizen quotes on key walls, and placed a neon text on the brick wall, enhancing the visual experience and the industrial character of the exhibition. The graphics were strategically positioned to complement the display design and guide visitors through the exhibition.
Team:
Architect: MQ Architecture
Other participants: Miguel Quismondo, Gloria Saá García, Ignacio de Silóniz
Strategic Consultant: Vittorio Calabrese
Photography: William Mulvihill
