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.