Timelounge | BEHF Architects

Timelounge, a specialised store for luxury watches in Vienna’s Palais Esterhazy, has reopened after a thorough renovation. The reason for the renovation of the existing premises was the opportunity to more than double the space and exhibition capacity and to give it a modern design. At just over 100m2, BEHF Architects realised an individual appearance with high recognition value.

Externally, the new Timelounge presents itself with a reorganised and restructured facade, without denying its original DNA. Inside, the main brands Rolex, Patek Philippe and Audemars Piguet have been assigned their own areas. In distinction to other jewelers, the Timelounge does not engage in the internationally standardized design, but finds a clear counterpoint to it.

Based on the existing building structure, co-determined by historic preservation and security considerations, BEHF Architects stages an appearance with maximum contrast: Earthy materials in gray powerfully reinforce the existing structure and go in opposition to the subtlety of the clocks. Leather, rough lime plaster and terrazzo versus smooth, polished, glossy surfaces. This creates a calming and almost sacred mood. Obvious design elements are intentionally recessed, the light used emphasizes and accentuates the space.

The leather-covered desks act like altars. Here, the customer can take a closer look at the selected watch and receive detailed, unhurried advice. This is contrasted by the display cases, both exterior and interior, which showcase the watches on display to maximum effect, supported by digital surfaces that complement the communication. 

A special accent is set by the pointedly used art of Erwin Wurm. Like a beauty mark on a flawless face, this deliberately distracts from the product and shows, with a wink, a second level of perception. 

The project was awarded the "iLuxury Award" and the „Architecture & Design Collection Awards“ in 2022. In 2023, it was honored with the „MUSE Award“.