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A landmark facade for Ulysse Nardin to celebrate their legendary "Freak" timepiece at the Dubai Watch Week 2023.
The word "Freak," in Arabic letters, is scattered harmoniously across the facade. Meticulously intertwined with details of the watch's intricate movement. By blending the technical rigidity of mechanical drawing with the organic elegance of calligraphy, the design tells a story of complexity, craft, and cultural fusion—transforming the booth into a canvas for horological art.