CLUEV JEWELRY HOUSE 25TH ANNIVERSARY
PR / CONCEPT / EVENT PRODUCTION /
CELEBRITY & GUEST MANAGEMENT
CELEBRITY & GUEST MANAGEMENT
TASK
Arranging a gala event on the occasion of the 25th anniversary of the CLUEV Jewelry House and the opening of the flagship boutique in the Berlin house and introducing high jewelry collection to the target audience.
IDEA
In the interior of the mansion, decorated with the first spring flowers, guests got acquainted with the CLUEV collection of high jewelry and became participants in the “Key to Spring” journey in four acts: from awakening and the first drop of spring - to blossoming and enjoying the riot of colors and emotions. This evening became a sublime homage to Russian culture, worship of traditions and the greatness of the Russian heritage.
How was the concept of the evening created? Having studied the brand's DNA, the vision and mission of the jewelry house, as well as familiarizing with the collections, the agency's creative team proposed linking jewelry craftsmanship with performing arts into a single storyline that reflects the greatness of Russian cultural heritage in a modern interpretation. As far as the event was planned for early March and the key from the brand identity symbolized knowledge and discoveries, it was decided to invite guests on an exciting journey towards spring and renewal. This is how the complicated concept of the evening was born.
The musical journey opened with an overture performed by “The Hermitage” ensemble and “The Seasons” by P.I. Tchaikovsky. Next came Prima Ballerina and Honored Artist of the Russian Federation Ekaterina Pervushina and talented pianist Riad Mammadov. During the dinner guests also enjoyed poetry about spring interpreted by actor Konstantin Kryukov and actress Elena Dudina.
How was the concept of the evening created? Having studied the brand's DNA, the vision and mission of the jewelry house, as well as familiarizing with the collections, the agency's creative team proposed linking jewelry craftsmanship with performing arts into a single storyline that reflects the greatness of Russian cultural heritage in a modern interpretation. As far as the event was planned for early March and the key from the brand identity symbolized knowledge and discoveries, it was decided to invite guests on an exciting journey towards spring and renewal. This is how the complicated concept of the evening was born.
The musical journey opened with an overture performed by “The Hermitage” ensemble and “The Seasons” by P.I. Tchaikovsky. Next came Prima Ballerina and Honored Artist of the Russian Federation Ekaterina Pervushina and talented pianist Riad Mammadov. During the dinner guests also enjoyed poetry about spring interpreted by actor Konstantin Kryukov and actress Elena Dudina.
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OTS
The highlight of the evening was the performance of world opera star Aida Garifullina, who being inspired by the brand and level of the event agreed to fly from London on special terms and present several arias to the guests. A few hours before the gala, Aida also took part in the ribbon cutting ceremony on the occasion of the opening of the boutique in the Berlin House on Petrovka.
The meeting of spring ended with a performance by the academic women's choir “Pearl” and the final pieces of “The Seasons” performed by “The Hermitage” soloists.
Chef Vladimir Mukhin offered a worthy accompaniment to works of jewelry and performing arts. In support of the evening's concept, which celebrates Russian traditions and craftsmanship, the agency invited one of the country's best wineries to become a partner for the evening. The delicacies from the menu were accompanied by white and red terroir wines from “Galitskiy and Galitskiy” company.
The event was participated by top influencers, representatives of business and art circles, wealthy families and VIP clients of the brand.
Media outreach exceeded 46 million contacts.
The meeting of spring ended with a performance by the academic women's choir “Pearl” and the final pieces of “The Seasons” performed by “The Hermitage” soloists.
Chef Vladimir Mukhin offered a worthy accompaniment to works of jewelry and performing arts. In support of the evening's concept, which celebrates Russian traditions and craftsmanship, the agency invited one of the country's best wineries to become a partner for the evening. The delicacies from the menu were accompanied by white and red terroir wines from “Galitskiy and Galitskiy” company.
The event was participated by top influencers, representatives of business and art circles, wealthy families and VIP clients of the brand.
Media outreach exceeded 46 million contacts.
