Digital Baroque
AMA Fictional jewellery brand by Ada Sokol and Etienne Garachon

Digital Baroque

A new fictional brand campaign comments on the contemporary aesthetic of luxury and the visual techniques used to stimulate desire.

Article/19829 #1
AMA Fictional jewellery brand by Ada Sokol and Etienne Garachon AMA Fictional jewellery brand by Ada Sokol and Etienne Garachon
AMA Fictional jewellery brand by Ada Sokol and Etienne Garachon AMA Fictional jewellery brand by Ada Sokol and Etienne Garachon
AMA Fictional jewellery brand by Ada Sokol and Etienne Garachon AMA Fictional jewellery brand by Ada Sokol and Etienne Garachon

Global – Artist Ada Sokół and jewellery designer Étienne Garachon have created a fictional brand campaign that comments on the contemporary aesthetic of luxury.

  • The AMA concept draws on the branding and advertising of luxury goods
  • It uses visual marketing techniques from the luxury jewellery sector – which aim to stimulate desire – in order to comment on those techniques

Rendered in a highly stylised CGI aesthetic, the AMA imagery draws inspiration from the decorative forms of precious corals and mother of pearl finishes traditionally used in ornamentation. ‘Jewellery is the quintessential object of desire,’ Sokol tells LS:N Global. ‘It is the perfect lens through which to view contemporary approaches to beauty.’ The campaign features still and moving images portraying the objects against a fantastical backdrop of dusk-lit, reflective surfaces and perfectly formed starfish and shells, amplifying the highly romanticised and unrealistic imagery popular in luxury advertising.

On a conceptual level, the campaign aims to examine how marketing mechanisms are used to subconsciously stimulate desire. ‘AMA is a commentary on contemporary branding, but rather than just criticising it we are employing and exposing the tools used in marketing, especially neuromarketing,’ explains Sokol.

Artists have often used fictional brands and products to examine the established notions of luxury value, as LS:N Global explored in our Aspirational Fakes microtrend.

​The Big Picture:

Luxury brands are becoming more self-aware and adjusting their message to resonate with digitally savvy consumers. For more on this shift, read our Opinion on the New Luxury Aesthetic and look out for our next macro inspire.

Discover More News
AI billboard visualises real-time sun damage in UV awareness campaign

News

AI billboard visualises real-time sun damage in UV awareness campaign

A new study by the British Skin Foundation reveals that 38% of Britons have already been sunburnt in 2025 – with Gen Z (35%) and Millennials (30%) ...
Advertising : Health And Wellness : Beauty
Wimbledon elevates fan engagement with AI-powered digital experiences

News

Wimbledon elevates fan engagement with AI-powered digital experiences

The All England Lawn Tennis Club and IBM have unveiled an AI-powered experience designed to deepen audience engagement and enhance match under...
Wimbledon : Sports : Entertainment
Stat: Gen Alpha lead the charge in back-to-school shopping

News

Stat: Gen Alpha lead the charge in back-to-school shopping

Children and teenagers are now the primary decision-makers in back-to-school shopping, according to a new global study by SuperAwesome.
Retail : Gen Alpha : Statistic
The Fashion Innovation Agency debuts 3D garment volumetric capture service

News

The Fashion Innovation Agency debuts 3D garment volumetric capture service

The Fashion Innovation Agency at London College of Fashion has launched Reskinning Reality, the UK’s first 3D garment volumetric capture service ai...
Fashion : Technology : Virtual Fashion
Elemis brings beauty trackside with new Aston Martin F1 collection

News

Elemis brings beauty trackside with new Aston Martin F1 collection

Premium beauty brand Elemis is stepping further into the world of Formula 1 with the launch of four exclusive skincare collections in partnership w...
Aston Martin : Elemis : Formula 1
Stat: US cinema execs predict the end of traditional moviegoing within 20 years 

News

Stat: US cinema execs predict the end of traditional moviegoing within 20 years 

Over half of cinema executives in the US believe the traditional cinema model will no longer be viable within the next 20 years, according to a new...
Movies : Entertainment : Stat
 New clubhouse for women’s sports retail opens in London

News

New clubhouse for women’s sports retail opens in London

A new retail concept is putting women’s sport centre stage this summer.
Sports : Retail : Fashion
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday : Fashion : Sustainability
Stat: Nearly half of women feel misunderstood by brands

News

Stat: Nearly half of women feel misunderstood by brands

Despite driving an estimated £25 trillion ($31.8 trillion, €29.4 trillion) in global discretionary spending, nearly half of women worldwide say bra...
Branding & Advertising : Brands : Retail
Modem’s Dream Recorder turns sleep into spatial storytelling

News

Modem’s Dream Recorder turns sleep into spatial storytelling

Dutch design studio Modem has unveiled Dream Recorder, an AI-powered device that transforms spoken memories of dreams into cinematic video se...
Technology : Modem : Dreams
You have 0 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN