Van Cleef & Arpels has launched an immersive installation at Harrods celebrating its Perlée collection, combining contemporary art, heritage pieces and live jewellery craftsmanship demonstrations.
Running until 25 June, the activation has seen the maison transform both its Harrods boutique and the store’s Brompton Road façade through a visual concept created by French artist Arthur Hoffner.
The installation draws inspiration from the Perlée collection’s signature golden bead motif, featuring geometric sculptures, animated displays and moving spheres designed to create an immersive environment for visitors.
As part of the showcase, Van Cleef & Arpels is also presenting a selection of patrimonial creations and archival pieces that trace the origins of the Perlée aesthetic to the maison’s Couscous and Bagatelle collections of the late 1940s.
First launched in 2008, the Perlée collection reinterprets a design signature that has long been part of the brand’s creative heritage. Golden beads became a defining feature of Van Cleef & Arpels’ jewellery designs in the post-war period, valued for their ability to capture and reflect light while adding texture and movement to pieces.
The Harrods activation also provides visitors with an opportunity to gain insight into the craftsmanship behind the collection.
On selected dates, an artisan from the maison’s workshops will be present to demonstrate key stages of the jewellery-making process and explain the expertise involved in creating the latest Perlée designs.
Coinciding with the event, Van Cleef & Arpels is unveiling new additions to the Perlée collection, including rings crafted in yellow, rose and white gold and set with diamonds, sapphires, rubies and emeralds.
The installation extends beyond the boutique itself, with the maison taking over the full Brompton Road façade of Harrods in a move designed to bring greater visibility to one of its signature jewellery collections.
Van Cleef & Arpels first established a presence at Harrods in 1995, and the latest activation continues the long-standing relationship between the Parisian jewellery house and the London luxury retailer.
The post Van Cleef & Arpels unveils immersive Harrods takeover appeared first on Professional Jeweller.
