2023-07-04 23:46:28
The luxury Maison is celebrating the release of its brand new High Jewelry collection this week with an unprecedented outdoor activation.
Boucheron More is More : happening et brand content
Two-tone floor, chrome design and pop details: hard to miss the Boucheron caravan installed these days in front of the House’s historic boutique located on Place Vendôme.
Launched on the occasion of the launch of the line Carte Blanche More is Morethis branded food truck aims to revisit the 30 creations of this new High Jewelry collection through sweet recipes combining geometric shapes and vibrant colors.
To energize this installation, the label also offers a series of pop-up events organized every day at 5:30 p.m. with, among other things, a distribution of lollipops operated by a collective of 20 roller-skaters.
© I. Mathieu
This outdoor activation echoes the private meetings organized within the store to discover the collection. For the occasion, the store also welcomes the work Tawaraya by Masanori Umeda. This boxing ring created in 1981 in the wake of the Memphis Milano aesthetic movement was chosen here for its resonance, particularly chromatic, with the collection.
© I. Mathieu
The release of the Carte Blanche More is More also gave rise to a 52-minute documentary, “Pushing the Limits”, directed by Olivier Nicklaus and produced by Slow Production. Distributed by Arte Diffusion, this film looks back on the three years of work that preceded the birth of this collection imagined during the second confinement, while the last episode of the podcast “Boucheron True Stories” also gives the floor to Claire Choisne, Creative Director of the Maison Boucheron, who deciphers her inspirations here.
Operation Carte Blanche Boucheron More is More
Until July 6, 2023, from 3 p.m. to 7 p.m.
Place Vendome, Paris 1st
1688531884
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