Brand News

Van Cleef & ArPels

Full last page of The New York

Times on February 25th, 2025

Transporting consumers in the proposed brand world

Activating the five exotic modalities:

• Distance (geography, graphic comics style, over and underwater)
• Time: Memories of the book’s first reading and past contexts of the book’s story
• Travel  (boats, moving in the air, and underwater)
• Marvel/magic/mystery/danger/adventure (pirates, treasures…)
• Seduction (jewel purpose)