RAPAPORT... De Beers Diamond Jewellers commissioned London-based conceptual designer Rolf Sachs to create its store window installation for Christmas season. The project, titled “Breathing Light,” will be featured in all of De Beers stores shortly and debuted in London on November 15.
The company describes the installation as conveying the illusion of windows covered in a thick layer of frost with a few hand-swiped clearings providing a view of what is just inside. The warm glow of flickering light, reminiscent of candles on film, is displayed using an iPad and is intended to lead the viewer to believe the flames are quivering under the breath of someone nearby.
Sachs said, ''Just like diamonds, the contrasting attraction of frost and flame is timeless and intriguing. I am delighted to have collaborated with De Beers on such an inspiring project.'' Sachs is renowned for his distinctive multi-disciplinary approach to projects that incorporate his passion for modern and conceptual art.
François Delage, the chief executive of De Beers Diamond Jewellers, added, ''Following on from the success of Imaginary Nature, we are delighted to express our passion for light in a new form and design. We welcomed the opportunity to collaborate with an artist designer in a joyous and festive manner. As 'The Jeweller of Light,' we are thrilled to bring light to our windows in this holiday installation and once more support the arts and design.''
De Beers Diamond Jewellers was established in 2001 as an independently managed and operated joint-venture between De Beers and LVMH Moët Hennessy Louis Vuitton. Stores are located in many major cities, including a stand-alone store in New York, Printemps and Galeries Lafayette in Paris, Old Bond Street in London, The Landmark in Hong Kong, Shin Kong Place in Beijing and Ginza in Tokyo.