Van Cleef & Arpels unveils ‘The Art of Movement’ in Guangzhou

Overview Van Cleef & Arpels is mounting “The Art of Movement,” a high jewelry exhibition at the historic former HSBC building in Shamian, Guangzhou, through September 8. The exhibition is a testament to the maison’s craftsmanship, featuring over 100 pieces from its collection and more than 50 from its archives. Through these works, the brand transforms precious materials into dynamic, artistic expressions. The exhibition is curated into four thematic spaces: Human Odyssey, Nature Alive, Elegance, and Abstract Movements. This event is a highlight during this year’s Croisements Festival, an annual celebration of Franco-Chinese art and culture. Van Cleef & Arpels has crafted this exhibition as a “jewelry-art bridge” to symbolize the 60th anniversary of diplomatic relations between China and France. Netizens’ reactions The exhibition has struck a chord with Chinese jewelry enthusiasts, generating significant organic buzz on platforms like Xiaohongshu. The Weibo hashtag “VCA Art of Movement” has garnered over 2 million views since the exhibition’s unveiling last month. Visitors have lauded the experience for its focus on the jewelry and the maison’s storied legacy, free from the pressure of hard-sell tactics, allowing for a more immersive and fulfilling engagement with the art. Verdict In recent years, Van Cleef & Arpels has experienced a surge in popularity among Chinese high-jewelry shoppers, particularly for its iconic Alhambra bracelet. Platforms like Xiaohongshu are abuzz with tips on how to purchase a piece from the sought-after collection, both in and outside of China, as demand for the brand’s signature pieces continues to outweigh supply. Capitalizing on Chinese consumers’ rising brand awareness, Van Cleef & Arpels has launched a series of art and cultural initiatives in China. These include the annual “The Art of Movement” exhibition, which began in 2021; the establishment of L’École, School of Jewelry Arts, in Shanghai in 2013; and the brand’s sponsorship of dance performances in Shanghai through its Dance Reflections initiative. Each of these endeavors underscores the maison’s deep integration into the local art scene and its commitment to preserving and promoting cultural heritage. This continued investment in the local market reflects Van Cleef & Arpels’ long-term strategy, prioritizing cultural engagement over immediate sales. The effectiveness of this approach has been evident in Richemont’s jewelry division’s recent performance. For the first quarter ending June 30, 2024, Richemont’s jewelry maisons, which include brands like Buccellati, Cartier, and Van Cleef & Arpels, posted 4% YoY sales growth, despite challenging market conditions. While Van Cleef & Arpels’ financial data was not disclosed, the brand’s performance amid market turbulence demonstrates its appeal among Chinese consumers.

Van Cleef & Arpels unveils ‘The Art of Movement’ in Guangzhou

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Published August 22, 2024

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Van Cleef & Arpels unveils ‘The Art of Movement’ in Guangzhou