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We wanted to think deeply about the question "what is time?"

Time contains many individual moments, including one we call "Now". It is impossible to make time stand still. People and objects grow old, but time is always new. It always keeps moving. Keeps changing. It comes, and it goes. This ever changing flow of individual moments is what we know as "time".

"time is TIME" is an experiential installation exploring the idea of time. By using approximately 120,000 main plates, we have created two primary spaces: space A and space B. In these spaces, visitors will have a completely new time experience. In this installation, they will experience time as an absolute and everything else as relative. 

15 years have passed since we have entered the 21st Century, and in this time every global event directly impacts our everyday life. Our society has become much smarter and fast-paced as a result of globalization. In this milieu, we have a chance to pursue the true meanings of both the individual moments we experience as "time" and "TIME", the collective passage of these moments. In the "time" that is "Now", all of us on Earth are equally connected to the same "TIME".

“time is TIME” is our challenge in the 21st century to introduce a new vision of "TIME".


Project information

Status: Completed

Location: Via Tortona, Milano,IT

Date: 2016

Area: 800 m²

Commission type: Private

Client: Citizen Watch Co., Ltd.​​

Program: Installation

Project team

Architect: Dorell Ghotmeh Tane (DGT)

Technical Direction: Luftzug

Project: Coordination Ixi Co., Ltd.

Producer: Adk

Construction: Xilografia












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