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  • Writer's picturePaul Boutilly

LUXURY SERVING THE IMAGE

By hijacking the codes of luxury to sublimate medical equipment, the project of a new kind conceived for the Ivoclar Vivadent brand plunges the visitor into an original and artistic experience.


By hijacking the codes of luxury to sublimate medical equipment, the project of a new kind conceived for the Ivoclar Vivadent brand

Transforming a negative emotional evocation into a happy experience that enhances the value of the products: this is the tour de force undertaken by the designers of Iconia to conceive the experience centre of the brand Ivoclar Vivadent, active in dental medical material. And what better way to reassure than with a smile? In the centre of the building, a volume invites an immersive sensation. Built in a circular arc, 16 vertical digital screens symbolising the 16 teeth of a jaw catch the visitor's eye: they alternate technical information on the products with artistic photographs showing smiling portraits. All around this stylized jaw, in a hushed and minimalist decor inspired by high-end retail, the brand's products are displayed in the window on neat displays. Nothing is missing from the codes of luxury.


the Ivoclar Vivadent brand - Built in a circular arc, 16 vertical digital screens symbolising the 16 teeth of a jaw catch the visitor's eye

Artistic and architectural references abound, such as a reclining chair designed by Le Corbusier, an amusing nod to the dreaded dentist's chair. Le Corbusier's design is reflected in the architecture of the building, inspired in particular by the villa in Corseaux. Very bright with its large windows, the building opens onto a completely planted environment. The claustras, typical of the master from la Chaux-de-Fonds, create this very special link between outside and inside, intimacy and openness. The tree, integrated into the architecture, underlines the plant-based approach of the design.


the Ivoclar Vivadent brand - interior- Artistic and architectural references abound, such as a reclining chair designed by Le Corbusier, an amusing nod to the dreaded dentist's chair.

Comfort and well-being are not forgotten, with a lounge area on the first floor for moments of relaxation. The experience centre project designed by Iconia for Ivoclar is a work of pure creativity that diverts the codes of luxury and reveals in an emblematic way how the hallmarks of villa architecture can be happily transposed to retail. 

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