Automatico Studio

A systemic approach to orientation

More than a signage project, the system designed for Audemars Piguet is an infrastructural strategy. From macro to micro, every element has been conceived to support clarity of circulation, precision of movement, and safety of workflow.

We developed:
- A global diagram of flows (staff, visitors, logistics)
- Modular sign typologies and placement rules
- A custom set of functional pictograms
- Integration with architectural plans and spatial sequences

This methodology allows the wayfinding to adapt across various sites while staying consistent with the Maison’s identity. Architectural branding becomes an operational tool.

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The craft behind the system

Each element of the Audemars Piguet wayfinding system was conceived as an industrial object of precision, echoing the brand’s horological DNA.

Letters are CNC-milled in solid aluminum, then hand-finished to feature a reinterpretation of the Côtes de Genève motif. The surface plays with light through striations and micro-textures that recall the finishes of high-end watch components.

Support panels are made of anodized, brushed aluminum with deep vertical fins—a structural and visual solution that enhances rigidity, depth, and light interaction.

This attention to craft, finish, and materiality transforms signage into sculptural and tactile architecture.

More information at www.automaticostudio.ch