Swiss watchmaker Jaeger-LeCoultre has opened the nomadic Art Deco 1931 cafe in Sydney for a few days of horological hospitality.
A temporary presence down at Circular Quay, just in front of the Museum of Contemporary Art, the unique new pop-up has been fashioned to celebrate La Grande Maison’s new 1931 Alphabet, which draws its elegant design from a collaboration with lettering artist Alex Trochut. As such, design details for the 1931 Cafe strongly represent the heritage watchmaker, complemented by complimentary beverages and Swiss chocolates.
Given the Reverso’s bold legacy of Art Deco design and the new style of the Alphabet 1931, which has a sculptural quality and a strong sense of visual depth, Jaeger LeCoultre’s Sydney pop-up is a dynamic addition to the breezy Circular Quay scene. It will remain there from today until Sunday, May 7 after which it will be moved over to Martin Place (between Pitt Street and Castlereagh Street) from Tuesday, May 9 to Thursday, May 11.
Jaeger LeCoultre’s pop-up Alphabet 1931 cafe has already been taken on tour to express the new addition to the Reverso collection through the lens of hospitality. New York hosted the temporary venue first followed closely by Tokyo.
At both Sydney locations, the cafe will only be open from 8 AM – 5 PM each day, expressing the art of the Alphabet 1931 which is now available at the Jaeger-LeCoultre Boutique at Shop 4, 84 King Street, Sydney.
