Van Cleef & Arpels Case Study | 5th-Colum

5C is the North American PR agency partner for Van Cleef & Arpels. Recently, Van Cleef & Arpels celebrated Perlée in the redesigned Beverly Hills Boutique with a lunch and cocktail party attended by media, VIPs, and local tastemakers. 5C was tasked with securing design coverage around the boutique redesign, new collection pieces and guest list and celebrity

The day started with an intimate luncheon hosted by Helen King, CEO and President of Van Cleef & Arpels, Americas. Perlée-inspired bites were served in the newly renovated dining room to top-tier media secured by 5th Column including Los Angeles Times, WWD, Modern Luxury, Who What Wear, LA Magazine, & People and VIPs such as Laura Dern, Katheryn Winnick, Cara Santana and Louise Roe. After the lunch, guests mingled in the Poetic Salon and enjoyed the interactive photo booth stationed in the Art Deco Salon where they tried on novelties from the Perlée collection and posed in front of Arthur Hoffner’s installation. Attendees then perused each of the rooms of the stunning boutique including the Maison’s first-ever HighJewelry bridal salon, Salon 1906 dedicated to iconic heritage pieces, and more. Guests also enjoyed freshly made juices from the juice bar lounge, a first of its kind for the Maison, featuring exquisite hand painted wallpaper depicting lush wildlife scenes and mid-century inspired, sleek raffia furniture.

Situated on the first floor, a craftsman was also on site to showcase the intricacies and artisanship that goes into creating each enchanting creation from Van Cleef & Arpels.

Van Cleef & Arpels reopens its Beverly Hills flagship at 300 North Rodeo Drive today after a complete renovation in celebration of the shop's 50 years, and there's now an organic juice bar."It's to match the L.A. lifestyle," said the luxury French jeweler's president and chief executive officer of Van Cleef & Arpels Americas, Helen King. The brand was founded in Paris by Alfred Van Cleef and Estelle Arpels in 1906 and opened in Los Angeles in 1969. "It's the first, only available here on Rodeo Drive. During the day, it's a juice bar. In the late afternoon or evening, it can be a Champagne bar."

Van Cleef & Arpels looked to its traditions of savoir-faire for the creation of three High Jewelry pieces. Including earrings, a necklace, and a cuff, each one draws on a past design, highlighting either diamonds, emeralds, or rubies. The Merveille d’émeraudes references the 1929 Collaret necklace and features five pear-shaped emeralds dripping from a luminous collar of white gold set with diamonds. Inspired by a design worn by Marlene Dietrich at the 1951 Oscars, the house debuted a magnificent bracelet in white gold, rose gold, and platinum, set with 72 cushion-cut Burma rubies.

On a bustling corner of Beverly Hills, surrounded by Harry Winston, Dior and stores from other high-end labels, the French jewelry brand Van Cleef & Arpels is busy celebrating the 50th anniversary of its boutique on Rodeo Drive with the unveiling of an ambitious revamp of the space. The refreshed store is modeled after an extravagant but relaxed Parisian apartment. In the rotunda entry, tall glass doors let in sunlight that reflects off gold butterfly figurines perched on gold-leaf-painted walls under a Murano glass chandelier, which resembles a funnel of leaves.

The Rodeo Drive store officially reopened Thursday with an intimate event hosted by Helen King, president and CEO of Van Cleef & Arpels, Americas. Guests included Laura Dern, Katheryn Winnick, Cara Santana, Louise Roe and Carly Steel. King said the redesign maintained the historic nature of the landmark building while modernizing much of the interior. "Seeing as the Beverly Hills boutique has a special place in the Maison’s history, we wanted to renovate and refresh its interiors while preserving the integrity and splendor of its façade," King said.