The Bell & Ross Boutique and its design language

Petaling Jaya, 14th July 2022 – There is just something about futuristic innovations that inspire the imagination. Bell & Ross invites you to discover a world like no other, this time through its boutique in 1 Utama Shopping Centre.

Combining the sleek interiors and aeronautical elements, the boutique located on the Ground Floor of 1 Utama, offers guests a comfortable interior space where present and future come together. Driven by the brand’s Manifesto where the essential is never compromised by the superfluous, the interior décor displays an uncluttered and modern design to offer a sense of transparency.

Paying homage to an aircraft’s cockpit, the combination of black and white elements in the boutique exudes an air of impeccable precision. Aviation is referenced through the liberal use of concrete for the floor, which is reminiscent of tarmacs and aircraft hangars. On the other hand, the minimalism of marble and glass creates clean lines resembling the structure of an aircraft’s fuselage while the strips of LED lights on the ceiling of the boutique were inspired by an airport’s brightly lit runway as a plane takes off or lands. In line with Bell & Ross’ ethos, the boutique is unapologetically edgy and infused with a contemporary spirit.

The Air.PodX – Celebrating The Future of Time and Travel

The Air.PodX was an event created to complement the Bell & Ross boutique and took guests on an experiential journey through the airport as if they were boarding a flight.  In partnership with Swiss Watch, the esteemed event and boutique partner of Bell & Ross – for one night only, the boutique and its surroundings were transformed into a state-of-the-art design modelled after a futuristic airport terminal. Prior to their arrivals, each guest was provided with a personalized “boarding pass” for “check-in” before embarking on an experience that invigorated the senses. Once they were checked in, they were whisked into the boutique to feast their eyes on newly released novelties such as the BR 03-94 Multimeter and the BR 03-92 Radiocompass that were on display.

The journey continued to the highlight of the evening – the Air.PodX – where guests immersed themselves in a specially-designed space pod setting with a contemporary backdrop, allowing them to effortlessly capture the moment. Following that, guests were encouraged to put on their thinking caps with exciting arcade games and puzzles at the interactive Air.PlayX station.

Guests were then treated to a gastronomical journey at the Air.Refuel section, where they helped themselves to beverages and specially crafted canapes that were displayed enticingly on acrylic shelves. Understanding the importance of a clean diet and a healthy, sustainable lifestyle, the canapes served were made with organic and plant-based ingredients.

Meet Bell & Ross’ Iconic Novelties

Some of the novelties that were showcased in the boutique included the brand’s well-known Flight Instrument collection, the BR 03-94 Multimeter and the BR 05 Artline for the guests’ viewing pleasure.

Famed for their aviation inspired aesthetics and strict design ethos, the Flight Instrument collection’s immaculate timepieces are made in La-Chaux-de-Fonds. The BR 03-92 collection follows the specifications of the Air Forces and its unique square case references cockpit onboard instrumentation. Joining the collection this year is the BR 03-92 Radiocompass, which takes its name from a radionavigation tool called the Radio Compass.

The BR 03-94 Multimeter’s iconic “circle within a square” shape is emblematic of the cockpit clock. This unique chronograph model is designed for all athletes who require as much information as possible concerning their physical activity, which can be obtained through the pulsometer, asthmometer and tachymeter.

Crafted for the urban, active man in mind, the BR 05 Artline is a variation of the BR 03, which displays the elegant shape with rounded corners that draws its inspiration from the world of aeronautics. Unique to Bell & Ross watches with its decorated design, the Artline series is destined to become a collection in its own right.