France – Luxury jewellery brand Van Cleef & Arpels has enlisted digital designer Santi Zoraidez to create its latest campaign in which the brand’s rings float through a surrealist landscape of bubbles, suspended mirrors and pendulum swings. ‘The golden beads of the Perlée collection are an invitation to play and I wanted my creations to add a pinch of magic and fantasy to these sophisticated pieces,’ explains Zoraidez.
The heritage brand, which was founded in 1896, is diverging from clichéd visual codes around luxury advertising and, in line with our Virtual Baroque microtrend, is instead offering a new digitalised luxury aesthetic that appeals to a younger demographic.