VAN CLEEF & ARPELS

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Conceptualization: 10%

Implementation: 90%

VAN CLEEF & ARPELS

Client: Van Cleef & Arpels

Industry: Luxury
Type: Launch

Location: New York

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CHALLENGES

Van Cleef & Arpels wanted to create an exhibition that would make the otherwise closed doors of luxury jewelry more accessible to the broader public. 

 

Inspired by the story of Noah’s Ark, Van Cleef & Arpels created a new collection of bejeweled animals called L’Arche de Noé and enlisted famed theatre artist Robert Wilson to bring the story to life. 

 

STRATEGY

Using the creative direction of Robert Wilson, GRADIENT built an intimate installation which incorporated visual & sound elements to create an immersive experience. Gradient also implemented an experiential and social strategy to compliment the exhibit and drive consumer awareness.  

 

Using jewelry to tell a story, private partnership viewings were also arranged to add a breakfast and dinner component daily.