Beyond displaying products, the pavilion communicates the brand's culture through a strong visual identity and a carefully organised visitor experience. The main entrance takes the form of a large W, establishing the brand's presence and framing a central passage through time.
A mirrored ceiling turns the passage into a technology-inspired corridor. Designer Siza Cham conceived it as a place where visitors could leave everyday noise behind and imagine a future setting in which to rediscover themselves. The same passage also recalls a fashion-show runway, expressing the brand's engagement with fashion and a new generation of users.
