In September 2024, Chopard reintroduced its iconic Ice Cube collection, originally designed in 1999 by co-president and artistic director Caroline Scheufele. This new chapter, featuring Bella Hadid as its ambassador, draws inspiration from the luminous energy of city lights at night, merging refined elegance with an urban edge.
For such a pivotal relaunch, I envisioned an event that seamlessly fuses atmosphere with strategy, ensuring both the campaign concept and the collection are presented in an immersive, unforgettable way. At its core, the event would revolve around reflection. A striking installation would showcase the jewelry collection, each piece illuminated by thousands of warm, refracted light rays—carefully calibrated to enhance the brilliance of the metals. The jewelry would be envisioned as the heart of a supernova—singular, radiant, and mesmerizing.
As a symbolic twist, the pieces would be encased in large ice cubes, gradually melting under the lights. As the ice dissolves, the jewelry would emerge—fully revealed as luminous supernovas, shimmering under the glow. This concept not only honors the collection’s name but also highlights the enduring nature of fine jewelry—crafted to withstand time itself.
The ambiance would be heightened by a circular exhibition space wrapped in vibrant LED screens, pulsating with city lights and Bella’s campaign visuals. As guests step beyond this immersive space, they will find themselves on a rooftop terrace, overlooking the dazzling New York City skyline.
This final moment creates a powerful sense of connection, reinforcing the essence of the Ice Cube collection: just like the city’s lights, each guest is sculpted by brilliance.
About Uncorking
Uncorking is The Diner’s segment dedicated to exploring branding ideas and strategies—quick, sharp conceptualizations that disappear as fast as a popped cork. Take notes, adapt them for your own projects, and let us know your thoughts!