Heart of Dubai Mall
In the heart of Dubai Mall, we were tasked with developing prototypes for MB&F’s largest M.A.D. Gallery worldwide. This meant translating VOLTIGE Design & Architecture’s visionary design into reality for a brand that creates “Machines that happen to tell the time, not to tell the time”.
The Challenge
Dubai’s 170sqm gallery would showcase Horological Machines and kinetic artworks with references to the golden age of science fiction and retrofuturism, paying homage to mid-century craftsmen. Every element had to honor the precision that MB&F demands for their extraordinary Machines – pieces that elevate mechanical horology to the level of sculpture.
The Solution
WRS Interior Solutions developed and produced specialized elements combining technical excellence with artistic vision:
- Custom tripods with glass showcases, integrated lighting, polished aluminum bases, and ceramic lacquered discs
- Thermoformed Corian alcoves and podiums
- Cash desk with walnut wood tabletop with showcase and white thermoformed Corian structure
- Sales table made of walnut wood and veneer with polished aluminum legs and two dome showcases at the top
- Advanced electronic systems with automatic access and dial-lock mechanisms
The Impact
Creating the largest M.A.D. Gallery globally meant pioneering a retail concept where mechanical art is presented with museum-level reverence. The project demonstrated our ability to execute complex, full-scale international projects while understanding luxury brand requirements at the highest level.
We don’t just execute projects – we translate bold visions into reality, even when there’s no roadmap.
FAQ
What made the M.A.D. Gallery project in Dubai particularly challenging?
The project required creating the largest M.A.D. Gallery globally, where horological machines and kinetic artworks are presented as mechanical sculptures. The challenge was to design a 170sqm gallery that combined references to retrofuturism and mid-century craftsmanship with the technical precision expected by MB&F. Every element had to support the artistic narrative while ensuring museum-level presentation standards.
What types of custom elements were developed for the gallery?
The project included a wide range of bespoke solutions, such as custom tripods with integrated glass showcases and lighting, thermoformed Corian alcoves and podiums, and walnut wood furniture with polished aluminum detailing. Additional elements included a multifunctional cash desk with integrated showcase, sales tables with dome displays, and advanced electronic systems featuring automatic access and dial-lock mechanisms.
What was the impact of this project for the brand and the client space?
The completed gallery established a new standard for presenting mechanical art in a retail environment. By combining museum-quality display techniques with luxury retail functionality, the project enabled MB&F to showcase their Machines in a setting that enhances their sculptural nature. It also demonstrated WRS Interior Solutions’ ability to deliver complex, large-scale international projects that translate bold creative visions into fully realized spaces.
