LIGHT IS TIME

Milano, Italy

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LIGHT IS TIME

Milano, Italy

Firm

Dorell.Ghotmeh.Tane / Architects (DGT)

Type

Commercial › Pop-Up

STATUS

Built

YEAR

2014

SIZE

0 sqft - 1000 sqft

BUDGET

$500K - 1M

"LIGHT is TIME" is a Pop-Up installation of light and time presented in the Triennale di Milano Design Museum (IT), Baselworld trade fair (CH) and in the Tokyo Aoyama Spiral (JP) for the Watch Producer CITIZEN. 80,000 floating "base-plates" have been installed with a space-orchestration composing with light, sound and vision.
(the base-plate is the structural device that supports all of a watch's components).

We found inspiration from CITIZEN 's watch-making and finally hit on this simplest of concepts: "LIGHT is TIME." Light was born at the instant of the Big Bang, the universe's beginning. From beyond the horizon, the rising Sun slowly covers the Earth in light, shadows transform into different shapes, the seasons transit colours in nature and the waxing and waning of the Moon changes. When humanity noticed these things, we unknowingly created the concept of time.

LIGHT is TIME
CITIZEN came to take on the challenge of making watches where "time changes by light" in accordance with the company's philosophy of "watches for all citizens."
In this exhibition, we have created a space of light and excavated within it three primary volumes to exhibit everything from CITIZEN's first pocket watch as the company's origin, through to the latest satellite watches. We hope attendees will experience and share in CITIZEN's mission - the search to the question:” What makes a watch.”

21st CENTURY LIGHT FOR TIME
Time is light. If there were no light, then there would be no time. In the 20th century mankind digitized time, measured it and continued to economize our time, until eventually we forgot about its relationship with essence of light. Without light we never would have had the wonders of the universe, the richness of our planet or the joy and pleasure of our life.
"LIGHT is TIME"—the manifestation of light's return to time—is our great challenge of "21st-century light."