Van Cleef & Arpels

THE BRIEF

Van Cleef & Arpels is a French luxury jewellery company, with a universe of High Jewelry, Jewelry, and Watch creations.

It showcases its craftsmanship through contemporary and iconic creations such as the Alhambra, Perlée, and Frivole collections, as well as with its High Jewelry and Heritage creations.

In 2022, the brand’s objective was to establish brand strength and presence in Saudi Arabia.

THE DELIVERY

To meet this brief, we collaborated with the National Museum of Riyadh, Saudi Arabia to host an exclusive showcase of Van Cleef & Arpels’ finest High Jewelry and Heritage creations, following the Maison’s story of ‘Flora’.

The location was transformed into a floral wonderland designed by famed French illustrator, Charlotte Gastaut and welcomed key media, KOLs, VIPs, and clientele in the region.

12 key media titles including Vogue Arabia, Harper’s Bazaar Arabia, Elle Arabia, Zahrat Al Khaleej, and more were invited on a fam trip to Riyadh to experience this unique dreamlike forest filled with the Maison’s iconic pieces.

The event began with a guided tour of the exhibition space, followed by storytelling through interactive digital screens, and culminated in a four-course meal by a Micheline-starred chef from France.

Prior to the event, we worked with four key publications on exclusive large-format print features, expressing the Maison’s storied heritage and history, craftsmanship and savoir-faire, and the storytelling behind each iconic piece in the exhibition.

We also organized interviews with key spokespeople at the event.

THE OUTCOME

The event was very successful, creating significant brand awareness and High Jewelry education not only in Saudi Arabia but across the region.

We achieved 100% key message delivery across all leading pan-Arab magazines and 100% coverage in our target media universe.

This also resulted in fully-booked sessions once the exhibition opened to the public.