Here are some archives in action from 2022
Chaumet
From 16 June to 4 September 2022, Chaumet invited its global audience to discover "Botanical – Observing Beauty" at the Beaux-Arts de Paris.
Crossing visions, eras and media, this exceptional exhibition invited us to look at nature through the universal lens of art and beauty.
In addition to this Paris endeavour, Chaumet held a satellite extension in its Beijing China World Boutique, where local audiences could better immerse themselves in this project. This version fully engaged visitors’ senses and emotions, allowing them to experience the naturalistic narrative of Chaumet and understand how the Maison draws inspiration from the great outdoors.
Tiffany & Co
Marking Tiffany & Co.’s 150th anniversary in London, “Vision & Virtuosity” brought over 400 objects from the House’s archives from 10th June - 19th August at the Saatchi Gallery.
A visual chronicle of the storied jeweller since its founding in New York City in 1837, the exhibition took visitors on a journey through everything from archival high jewellery designs, Tiffany’s famed window displays and its recently acquired Empire Diamond of over 80 carats to important relics of popular culture such as the original script from Breakfast at Tiffany’s.
It was a celebration of Tiffany’s authority as the purveyor of the world’s finest diamonds and a showcase of how two core values—vision and virtuosity—have guided the House for 185 years.
Cartier
Cartier’s refurbishment of their flagship stores in New York, Paris and London demonstrates the adaptability of archives to deliver local as well as global impact.
“ All our boutiques are rebuilt with their own singularity, and they all have a strong local link with the …..heritage of the city,’ reflects Arnaud Carrez, Cartier’s senior vice president and chief marketing officer.
“ When it comes to our temples, they each carry a part of Cartier’s identity. Not only retail places, they….immerse our customers in the maison’s world”.
Cartier’s focus was to interrogate its archive to deliver more localised stories and images that weave the brand into the history of the cities themselves.
“Cartier is a global brand but needs to resonate within the communities it serves.” highlighted Katie Bridgeman from the Brand Archivists. “ This refurbishment is as much about Cartier as it is about the location and people that it serves.”
The subtlety of local connection is something global brands can often miss; archives invariably hold the key to beginning that dialogue.
Airbnb & Louvre
A night at the museum Expanding on the developing relationship between brands and museums Airbnb joined forces with the Louvre to offer a lucky winner a once in a lifetime opportunity to see what happens in side the world’s most famous museum when the lights go out!
This is a further example of brands and their archives crossing the hitherto unassailable line between culture and consumerism as marketeers seize the opportunity to invite their consumers to share their brand history and experience.