Rolex Beacon: A Futuristic Expressionist Tower
Year : 2024
AI-Assisted Iconic Installation / Experiential Brand Architecture
Inspired by Rolex’s heritage of precision, luxury, and innovation; abstract expressionism; futuristic architectural design; sustainable technologies
“Rolex Beacon” is a visionary landmark installation that fuses abstract expressionist sculptural language with futuristic design principles. It features an undulating form accented with angular gold protrusions, enveloped in the brand’s signature green and gold palette. This iconic tower is both a visual beacon and an immersive brand experience, incorporating innovative sustainability technologies while celebrating Rolex’s timeless elegance.
The tower’s fluid, twisting silhouette evokes movement and luxury, enhanced by reflective surfaces and dynamic light play in green and gold. A monumental LED animated geometric clock crown defines the skyline presence, symbolizing Rolex’s mastery of time. Inside, a kaleidoscopic vertical atrium provides a dramatic spatial core, with interactive installations and brand legacy galleries enhancing visitor engagement. The observation deck incorporates augmented reality layers for panoramic city views, while surreal sculpted gardens and reflective pools extend the dialogue between architecture and nature.
Form & Structure: Undulating curves combined with sharp angular gold-accented protrusions expressing fluidity and opulence
Color Scheme: Signature Rolex green harmonized with elegant gold accents on both exterior and interior
Clock Feature: Monumental kaleidoscopic geometric LED-animated clock at the tower’s peak
Interior Atrium: Vast kaleidoscopic core with reflective materials and green-gold light interplay
Experiential Galleries: Immersive digital and tactile storytelling spaces on lower floors celebrating brand heritage
Observation Deck: Panoramic views enhanced by holographic augmented reality layers
Landscape Design: Surreal sculpted gardens and reflective pools creating seamless visual continuity
Sustainability Features: Integrated solar panels, passive cooling, and kinetic energy harvesting systems
Developed using MidJourney assisted AI
This project showcases independent design studies developed for creative exploration purposes. Each work is inspired by the visual identity, storytelling, or design language of existing brands. These projects are not affiliated with or commissioned by the respective brands. They are intended as personal studies in branding, spatial design, and storytelling through architecture and interiors.
