Full Circle
Insight
In 1925, Musée des Arts Décoratifs (Museum of Decorative Arts) in Paris held the first international exhibition showcasing Art Deco Jewellery design. ‘Full Circle’ is the 2025 rebrand for this iconic exhibition as it nears its 100th anniversary.
Concept
Van Cleef & Arpels have made a resurgence in popular culture with its popular four-leaf clover jewellery design. “Full Circle” aims to draw attention to the brand’s roots in the Art Deco Movement & how it continues to influence contemporary jewellery design - a testament to how trends always come back around.
Branding
The exhibition title and typography reference the geometric patterns that formed the backbone of the Art Deco movement. The colour palette is extracted from some of the gemstones and metals that feature in Van Cleef & Arpels designs. These feed into the archival hand-drawn designs woven into the campaign. When combined with professional photography, the mixture of old and new captures the essence of the exhibition & it’s retrospective theme.