Van Cleef & Arpels' promotional image for Masterpiece London
France’s Van Cleef & Arpels is showing off its creativity with the jeweler’s first display at the Masterpiece London fair June 25 through July 1.
The Masterpiece London is an annual international cross-collecting fair for art, antiques and design held along the banks of the Thames in the city’s Chelsea Embankment near Sloane Square. Attending a fair presents brands with an opportunity to showcase pieces to highly engaged consumers whether they are established enthusiasts, collectors or passersby.
Masterpieces
During Masterpiece London, Van Cleef & Arpels will have “nearly a century of creativity” on display where it will present to attendees its history of fine art and design. The pieces selected for Masterpiece London highlight Van Cleef & Arpel’s heritage, high-jewelry and watchmaking.
Interested consumers can get a sneak peek of the pieces that the jeweler plans to show at the fair through the Masterpiece London Web site.
For those unfamiliar with Van Cleef & Arpels a drop down menu provides a detailed history of the brand while a visual timeline on the right presents a range of notable pieces designed by the house.
Van Cleef & Arpels' necklace with detachable clip, detachable bracelet and earrings with detachable pendants. Heritage collection, 1959
These include Van Cleef & Arpels’ Zip Coccinelle necklace that can transform into a bracelet from 2012; a jade, coral and diamond necklace and earring suite from 1973; and a Ludo Hexagone cuff from 1937. Each piece is accompanied by a short description.
Each year, Van Cleef & Arpels participates in a range of industry events and fairs. For instance, Van Cleef & Arpels sponsored Design Days Dubai for the fourth consecutive year.
The fair showcases collectible and limited-edition furniture and design objects. Van Cleef & Arpels was among the top designers and galleries from around the world, a setting that highlighted the jeweler’s own design talents (see story).