The shop Van Cleef & Arpels From the 20th, Place Vendôme presents the exhibition
A humorous pause, when the jewel has spirit.
Featured in the Gallery of Heritage, the original archives dialogue with pieces from the heritage collection to reveal the constant use of humor as a vehicle for creation and communication for the House.
This new exhibition Van Cleef & Arpels At 20, Place Vendôme offers to reveal how humor has shaped the history of the House since its foundation, both in times of crisis and in periods of renewal.
Indeed, this humor reflects the atmosphere of the different eras, their consensus and their practices, sometimes no longer in use. We must savor this smile that is a legacy of another time, avoiding contradictions, misunderstandings and anachronisms.
Thus, humor in Van Cleef & Arpels, This form of art, fluctuating with each new generation, is first and foremost the expression of that «inoffensive joy» dear to Aristotle. Its goal, to which illustrators, cartoonists and jeweller artisans all too readily subscribe, often consists in reviving the carefree spirit and reviving confidence in better times to come.
Clip Cane au Chapeau, 1946.
Sapphire, Diamonds, Ruby, Gold, Platinum.
«If our name intimidates you, it's because you don't know our Boutique.» proclaims a commercial from Van Cleef & Arpels in 1972.
This boutique, then located at 22, Place Vendôme, is a showcase dedicated to «younger» and easy-to-wear jewelry. Through this collection, the Parisian house hopes, in its own words, to break free from its own legend, «that of celebrities and crowned heads who form its most loyal clientele.».
The advertisement claims that the prices are indicated inside and that «the saleswomen will be able to advise you on whatever your budget is.».
In order to foster complicity, complicity and sympathy, the creations and communication of the Boutique give ample space to humor and the unusual.
Clip Pirate 1967
Yellow Or, Email.
This unique concept, which for the first time offers a complete collection of more accessible jewelry in the Place Vendôme, was born in 1954. This decade of joy is characterized by its appetite for new ideas and its taste for innovation. The temperament of Van Cleef & Arpels It lends itself wonderfully to this era of hope and secret faith in the future. Indeed, since its founding at the beginning of the 20th century, the Maison has made joy of living one of the essential components of its signature.
Van Cleef & Arpels
Gallery of Heritage
20 Place Vendôme 75001 Paris
