“BIG BANG”, the world’s first Hublot pop-up store has been unveiled at the main atrium of Paragon Shopping Mall in the heart of Orchard Road. Collaborating with Mr. Chris Lee of Asylum, the pop-up store is a colossal structure that fuses art and functionality, inspiring a design that pulsates with the energy of Hublot. CEO of Hublot, Mr. Ricardo Guadalupe commented, “As the Official Watch of the FIA Formula One Grand Prix, Hublot is set to develop and present one of the most inspiring and novel projects in a form of a pop-up store in a highly sophisticated country like Singapore to kick off the Singapore Formula One Grand Prix.”
Taking advantage of the majestic void space in Paragon, Asylum has designed an art installation aptly entitled BIG BANG, which spans across two floors, sweeping impressively across the area. Tens of thousands of “black gems” rain down from above; creating an illusion of a store that has popped up, inviting a sense of excitement and wonder. Chris Lee explains, “The momentary quality of a pop-up store suggests an ephemeral, fleeting point in time caught in a still image. To illustrate the legacy of the Hublot brand and its innovations, Asylum seeks to recreate its notable paradoxical philosophy with an illusory space; magically solid yet porous and structurally monumental yet light.”
Asylum is regarded as an unconventional maverick in the creative world, creating unique experiences coupled with humour, wit and a tinge of surprise. Since its inception in 1999, the creative company has worked on multi-disciplinary projects that include interactive design, product development, environmental & interior design, packaging, apparel design, branding and graphic design. Asylum’s work in the creative industry is recognized with more than 100 international awards, capping the lot with Singapore’s President’s Design Award for Designer of the Year (2009) and Design of the Year (2010).