Van Cleef & Arpels Spring Flower Trail Installation, Plaza 66 Shanghai China.

SDD25/15_04: Van Cleef & Arpels has brought the beauty of spring to life in Shanghai with a stunning visual merchandising concept that merges art, nature, and luxury storytelling. In collaboration with French artist Alexandre Benjamin Navet, the Maison unveiled Van Cleef & Arpels Spring, a limited-time installation that transforms the city’s iconic stretch from Plaza 66 to the Rose Garden into a vibrant floral journey. Featuring immersive art pieces like brightly coloured spring gardens and whimsical breeze pavilions, the activation captures the essence of renewal and optimism that defines both the season and the brand’s creative spirit. Navet’s bold use of colour and organic forms celebrates nature’s vitality, echoing Van Cleef & Arpels’ longstanding affinity for the natural world.

This experiential trail not only offers a visually captivating escape, but also invites participation through themed art workshops open to visitors of all ages. These interactive elements deepen the connection between the audience and the Maison’s poetic universe, blending creativity and engagement in a way that elevates the traditional retail experience. By turning city streets into a canvas of springtime storytelling, Van Cleef & Arpels sets a new benchmark in seasonal brand activation—showcasing how thoughtful design and emotional resonance can transform physical spaces into immersive, memorable worlds.

Pictures courtesy of Wonderland.

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