The Poetry of Time is a collaborative work between Van Cleef & Arpels, Matter of Fact studio, and myself.

Van Cleef & Arpels has been a symbol of high-end jewelry excellence for over a century, showcasing a refined and elegant style allied with unparalleled craftsmanship. The brand is globally recognized for the quality of its gemstones, the unique skills of its jewelry craftsmen, and the innovation inherent in its designs.

To me, a testament to their expertise and creativity is the invention in 1933 of a new patented process called Serti Mystérieux, which allows for the setting of precious stones and is a technical tour de force.

Simultaneously timeless and contemporary, the brand’s universe is imbued with a poetic and magical dimension. Aesthetically, Van Cleef draws inspiration from nature (flowers, cosmos, lotus, Christmas rose, dragonflies, butterflies): a vision of nature in motion, spring-like, idyllic, and positive.

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For this project, the objective was to develop an interactive filter that integrates elements from the graphical universe of Van Cleef & Arpels. This was to complement a temporary immersive installation at the South Coast Plaza mall in California.

« For the occasion, the mall's Jewel Court will be transformed into a dreamlike walk in an enchanted forest suspended between heaven and earth. The Maison has drawn poetic new stories from some of its emblematic sources of inspiration, reflecting its unique Poetry of Time. Imbued with dream and emotion, this vision of watchmaking is brought to life through the exhibition display, offering an immersive journey at the heart of the Enchanting Nature up to the heavenly vault. Created in collaboration with two workshops perpetuating prestigious craftsmanship, the decor features mesmerizing elements from the Aubusson tapestry workshop and the Glassworks glass workshop. »

The interactive filter entailed the creation of a backdrop composed of vegetation that reacts to the user's movements.

The user is enveloped by initially closed plants that sway in the wind and lean according to the user's tilt. When the user moves their head, the plants begin to gently bloom. After a few seconds of stillness, the plants close again, reverting to their initial state. This interactive process creates a dynamic and immersive environment, offering a captivating experience that encapsulates the poetry of time and the interplay between movement and stillness.

Subtle digital makeup was also deployed to harmonize the user with the environment.

You can try the filter here or with this QR code: