BACKGROUND
Audemars Piguet, a renowned luxury watchmaker, sought to revamp its presentation box design with a focus on sustainability and innovative materials. The aim of this project is to transform the traditional presentation box into an eco-friendly masterpiece, using spirulina algae paint and wood-dust material. This project aimed to align Audemars Piguet's values with its product packaging and elevate the user experience for both the brand and its customers.
PROBLEM STATEMENT
Audemars Piguet cases have remained the same for many years. They were designed at a time when the impact of using non-regenerative resources and its relation to biodiversity and climate change wasn’t fully understood. In addition to this, the current watch boxes are bulky and do not satisfy AP customers as transportation and storage can be difficult.
The project challenge is to redesign the Audemars Piguet watch box. Focusing on developing innovative, natural living materials whilst considering the production system and full material life cycle.
HYPOTHESIS
How can we embrace and empower the spectrum of change, challenging the conventional and anthropocentric modern culture to redesign the Audemars Piguet presentation box?
RESULTS
• Changing the narrative, we aim to make the box something that the user can interact with every day.
• Enhance the user experience during unboxing.
• Reflect Audemars Piguet's commitment to environmental responsibility.
Snapshot of brand analysis
PROCESS
BRAND ANALYSIS & COMPETITOR'S RESEARCH
In line with a precise project brief, my first action was to research and analyse. I delved into the world of well-established luxury watch companies, which included Audemars Piguet, Patek Philippe, Vacheron Constantin (often referred to as the "holy trinity" of watches), Rolex, TAG Heuer, Breitling and Jaeger-LeCoultre.
My objective was to identify their fundamental principles and distinguish characteristics in relation to their presentation boxes. Simultaneously, I explored a range of travel watch boxes and sustainable alternatives available in the market. I examined the packaging of the luxury brands to help identify design trends, materials, and elements that resonated with the audience.
This analysis helped us identify opportunities for differentiation. Although these presentation boxes excelled in functionality, it was evident that there was room for innovation in the materials used.
Snapshot of Perceptual map
User Persona and Journey Mapping
We started by defining the target audience alongside their expectations. Understanding the luxury watch market's specific clientele allowed us to tailor the presentation box design to their preferences. Mapping the unboxing journey helped us pinpoint key moments for improvement.
Snapshot of user journey map of the current unboxing experience
OUTCOMES
Some key research takeaways from user's interviews
• The users appreciate the slowness that the outer box create while unboxing as this build suspense.
• Due to the box size and being bulky, most times post-sale, the users don't use it to store their watch for daily use.
• Watch owners tend to store their presentation box under their bed or in storage somewhere that is out of sight.
DECONSTRUCTION OF THE BOX
• The primary material being wood sourced from Vallée de Joux, keeping the story of the box close to the AP brand. It also becomes a reason wood is cut, lead into a negative impact to forest ecology.
• 92% of the carbon footprint of the box is due to transportation and manufacturing logistics.
• Varnish of the box are made from resin, drying oil dryer, and volatile solvent. All of which are harmful to produce and non-biodegradable.
RECONSTRUCTION OF THE BOX
• Rescuing wood-dust and employing it as the primary material gives us flexibility that what doesn't have but retains the strength of wood.
• By 3D printing the wood-dust it gives geographic flexibility to the production.
• Using plant-based bio-resin as the binding agent for the box as well as the varnish would reduce the number of “ingredients” in the box while being significantly more sustainable.
Snapshot of initial material exploration
Snapshot of further material exploration
PROTOTYPE
Visualising Ideas: The goal with our prototypes helped us transform abstract concepts and ideas into concrete visual representations. This makes it easier for stakeholders to understand the proposed design or functionality, facilitating effective communication and alignment of expectations. After establishing an ideal form, we held a usability testing with stakeholders to evaluate the way of use and navigation of the presentation box without giving any instructions. We conducted the usability tests with the following goals in mind:
• Establish a baseline of how real users can interact with the design and provide feedbacks
• Identify any pain points to refinement the design in a more user-friendly and effective end product.
• Clarify requirements by illustrating what the product will look like and how it will function.
REFINE
VISUAL APPEAL
The design was refined to maintain the brand's luxury aesthetics, with gold embossed logos and a clear shine to promote understated elegance.
• Royal Blue: Looking into where Audemars Piguet is, we reached the point of our research where we were looking at Vallée de Joux which prides itself in its beautiful lakes. Within the lakes of Vallée de Joux, we found our blue. Algae found in the lakes, many times accounting harmful agal blooms that can negatively impact the ecosystem, therefore this can be harvested to produce Blue or Green Spirulina for the classic Audemars Piguet colours.
• Wood-dust: The material shows high potential of maintaining compressive strength of the material post-production. We propose wood-dust in aggregation with a binder to turn into filament that can be 3D printed.
• The Mechanism: After careful consideration, the ideal way for users to interact with the box to reveal their watch is a “push to open“ action. This specific feature was important as we believe that it would tie together the idea of slow suspense really well.
• Bio-Resin: Using plant-based bio-resin as the binding agent for the box as well as the varnish would reduce the number of “ingredients” in the box while being significantly more sustainable.
Snapshot of final design
Snapshot of final design
Technical Drawing of the watch box
RESULTS:
Sustainability Commitment: The new presentation box aligned Audemars Piguet's image with a commitment to sustainability, reinforcing its brand values and resonating with eco-conscious consumers.
Enhanced Unboxing Experience: Customers reported an improved unboxing experience, with the use of sustainable materials and a well-thought-out functional design. Successful changing the narrative for the box to be a statement piece that can be displayed instead of being in storage.
Positive Reception: The redesigned presentation box received positive feedback from customers and the luxury industry, distinguishing Audemars Piguet as a forward-thinking brand in the luxury watch market.
Video of travel box
The idea is for the outer box to be made of wood dust, similar to the presentation box; this can be achieved by using 1 mm-thick sheets that can be used and moulded. The outer box is made for the lid to slide sideways out to reveal the presentation box.
Maintaining the sleek structure of the overall box, the legal kit can be found accommodated inside the wall of the outer box; this will be provided by Audemars Piguet upon sale of the watches.
