Times to Watches

Red from the ground up

In collaboration with Gabriel Abergel, Carla Marceau, A.D.O. Atelier des Ouates, REMARQ

An immersive red stand, using photogrammetry technique, highlighting creativity and the need for new voices in the watchmaking industry. 

An Immersive stand

We designed an immersive fair stand to highlight the creativity of the La Haute Ecole d’Art et Design de Genève (HEAD) students in watch making, and the need for new voices and professionals in the sector. The stand hosted the creation of 10 graduates with a great variety of aesthetics and concepts.  

The concept our scenography in collaboration with Gabriel Abergel and Carla Marceau is based on Photogrammetry, a technique which scans objects to create 3d virtual images with a cloud of dots.  

Inspired by the visual of the scanning process, we created different patterns of mesh throughout the space of the stand. The pattern was printed on a gradient red walls and floor, as well as different display structures that followed the printed pattern on the surfaces. And, at the top of each structure, there was a backlit engraved mirror with the mesh inspired pattern.  

To create a full immersive stand, the space also showcased videos of the watches exhibited on our stand. The different watches were rendered using the photogrammetry technique, designed by Gabriel Abergel and Carla Marceau. 

The Context

Time to Watches is an event that took place in Le Cube, Geneva, the polyvalent space of La Haute Ecole d’Art et Design de Genève (HEAD) during the “Watches of Wonder” annual watch Festival.

Forty brands presented their creations and debated with other professionals on the future of watch making. Graduates from the BA and MA in accessories design and watchmaking from HEAD—Genève had their spots at the fair. The school invited Trojans Collective to create their stand.

Photos : Guillaume Collignon HEAD—Genève

HEAD Times To Watches 2022 Immersive Stand

Video Design by Gabriel Abergel and Carla Marceau

We were also commissioned the Times to Watches Head-Genève stand for the year 2023 and 2024, showcasing Vanessa Lecci’s workshop results.



Feminism versus Professionalism, a typographic portrayal. 

In collaboration with: Garage Cube 

The answer to an invitation to participate “Do Not Carry Your Flag Too Low”, a Matrix exhibition translated into a screen installation. The aim was to showcase the duality between Feminism and spatial practices. 

Archizoom invited Trojans Collective to participate as a guest collective to produce a new design piece that would accompany the Matrix exhibition. We decided to work on the link between Matrix and us, on the common reflections about collectivity, and models of practice.  

Using one of their old posters as a starting point, which title was: Feminism versus Professionalism. We were interested in the opposition between the two concepts, and how to we could rethink and update that juxtaposition.  

For our process, we went through the Matrix writings, and spotted two identities. On one hand the classical figure of how an architect is supposed to be: professional, individual, expert, masculine, precise. On the other hand, a more inclusive identity of a group of people working together. Just like Matrix women: diverse, and plural. They themselves describes the way they were perceived using words like confused, emotional, feminist, or self-taught.  

The Screen Installation

From this process, we created two blocks of words, written in self-made DIY typography. By using construction elements and following Matrix’s spirit in their communication. The two types belong to opposite worlds. They were side by side to propose another reading, relationship, and duality between them. We did that by adding an alternating preposition in between, changing “versus” for “along” or “with” or “inside”.  

The screen installation took the shape of a video composition across four screens. Each screen displayed the words in movement, using different timings, thus proposing a constant change of meaning and pairing.

The Context

The 8th of March 2022, opened “Do Not Carry Your Flag Too Low” an exhibition by Archizoom.

In 1974, EPFL was one of the first schools to establish a public program on architecture. In 2007, after a retrospective on the Italian group Archizoom Associati, the name was adopted for the exhibition space. Inspired by this alert and critical spirit, Archizoom space at the EPFL is an invitation to look at architecture by challenging preconceived assumptions.  

“Do Not Carry Your Flag Too Low” presented actions from the “Matrix Feminist Design Co-operative” showcasing the inclusiveness of their buildings and common spaces, as well as the archives of the radical 1980s feminist architecture practice Matrix. Their work explored issues about community and the built environment and highlighted the implications of feminist theory and critique on architecture and urban design.