OPÉRA GARNIER

VAN CLEEF & ARPELS

BILLBOARD

To celebrate the 50th anniversary of the Alhambra collection and the introduction of the iconic clover motif, Van Cleef & Arpels has expanded its 360° campaign with installations around the world. At the Paris Opera, the Alhambra campaign arrived with a rare gem: the serenity of nature in the heart of the capital’s bustling energy, measuring no less than 21 by 34 meters !

To mark the restoration of the Palais Garnier, Van Cleef & Arpels adorned the Opera House’s main façade with a monumental billboard measuring 21 meters by 34. Much more than a simple advertising display, this temporary installation created a dialogue between the iconic architecture of the Palais Garnier and the poetic world of the Alhambra collection.

At the heart of this creation was the famous four-leaf clover motif, the signature of the Alhambra collection and a symbol of good luck since its inception. Combined with elements evoking nature, the design transformed the facade’s scaffolding into a true artistic spectacle, offering a spectacular contrast in the heart of Paris.

Van Cleef & Arpels’ presence on the façade of the Opéra Garnier takes on special significance when viewed through the lens of the house’s longstanding connection to the world of dance. As early as the 1920s, Louis Arpels, a ballet enthusiast, would regularly accompany his nephew Claude to the Opéra Garnier. Located just a few steps from the house’s historic boutique on Place Vendôme, the Opera thus became a special place where the worlds of jewelry and dance intersect.

From jewelry design to cultural patronage, Van Cleef & Arpels has gradually built a lasting relationship with the world of dance and the institutions that bring it to life. The presence of the Alhambra collection on the façade of the Palais Garnier brings together Parisian architectural heritage, the art of jewelry, and a history deeply intertwined with dance.