Van Cleef & Arpels Brand Activation: Lady Arpels Heures Florales Cerisier Experience
Located in Manhattan’s Plaza District, Van Cleef & Arpels's Lady Arpels Heures Florales Cerisier Watchdraws inspiration from the Linnaeus Flower Clock, which posits that specific flowers bloom at certain times of the day, suggesting that planted flowers could serve as a clock. This activity Celebrates the poetic interpretation of nature's movements and its harmonious relationship with the perpetual cycle of life throughout the seasons.
By immersing the visitors in the world of the Lady Arpels Heures Florales Watch and surround yourself with a vast forest of flowers. Echoing the watch's purpose, twelve giant interactive bloomable sculpture flowers represent the twelve hours of the day, connected by butterflies flying on branches. The activation includes bouquet-making workshops, flower-themed coffee, perfume samples, and butterfly watch band charms integrated into the space, showcased on giant tables and chairs resembling dropping petals. Enclosed within arches inspired by Cinylyard, featuring giant self-standing structures with the visual promotion of the product, the space hosts the world of the "Lady Arpels Heures Florales Cerisier Watch,".
As night falls, the space transforms once more as LED lights shift to a cooler blue, presenting the space in the second colorway of the product. The brand activation aims to engage visitors and showcase Van Cleef & Arpels' commitment to unrivaled craftsmanship and creativity, celebrating their creations as embodying "benevolent nature": a positive vision of life.
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