Nelly Tadjer
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Work

Van Cleef & Arpels

Maison
Van Cleef & Arpels
Location
Paris, Place Vendôme
Period
2006 to 2009
My role
Art Director, in-house
Expertise
Art direction of luxury experiences and event visual identity

Luxury, Place Vendôme. Nearly four years as the house’s in-house art director, from high jewellery collections to events.

The Place Vendôme façade

For the boutique’s inauguration in 2007, I led the creative direction of the animation projected onto the Place Vendôme façade, in collaboration with architect Patrick Jouin. Roses, stems of light and fairies, created for the boutique’s renewal, glide across the architecture: the image leaves the screen and takes on the scale of a building, in the enchanted world of Van Cleef & Arpels.

The animated façade, Place Vendôme. Period video archive, low definition.
Van Cleef & Arpels, Place Vendôme, 2007: from décor to light, from sources and composition study to the projection on the façade
The façade, visual 1
Van Cleef & Arpels, Place Vendôme boutique: relief décor of stems, leaves and flowers
The façade, visual 2
Van Cleef & Arpels, Place Vendôme: line drawing of a floral stem for the façade animation
The façade, visual 3

The high jewellery collections

Art direction of every piece of collection material, including L’Atlantide, Une journée à Paris, Les Jardins and the house’s centenary in the Tuileries Garden in 2007.

Van Cleef & Arpels, rue de la Paix: the boutique entrance dressed with an arch of foliage dotted with red hearts, two potted trees and a red carpet.
The sketch of the rue de la Paix entrance: the arch of foliage, the hearts, the potted trees and the carpet, in line drawing.
The entrance of the rue de la Paix boutique for Valentine’s Day, from sketch to installation, 2009.
Van Cleef & Arpels, Place Vendôme: the boutique door framed by an arch of foliage dotted with red hearts, potted trees in front of each window and a pink carpet.
The sketch of the Place Vendôme boutique: the arch of foliage dotted with hearts, the potted trees and the carpet, in line drawing.
The Place Vendôme boutique for Valentine’s Day, from sketch to installation, 2009.
Van Cleef & Arpels, L’Atlantide collection: midnight blue invitation cards, silver frieze and ornaments
L’AtlantideAn immersive visual world for the presentation of the high jewellery collection, from the ornamental graphics to the event scenography and printed materials.
Van Cleef & Arpels, L’Atlantide collection: the dinner room, walls of underwater projections and a silhouette on a plinth
The L’Atlantide collection
Van Cleef & Arpels, L’Atlantide collection: the brown fan with silver marine motifs, its case and box, on midnight blue satin
L’Atlantide, the fan and its case
Van Cleef & Arpels, Une journée à Paris collection: the black box with the word Paris in line drawing, its Tuileries Garden and Eiffel Tower booklets, and an open leaflet
The Une journée à Paris collection
Van Cleef & Arpels, Une journée à Paris: pale green line illustration on black, Eiffel Tower, Ferris wheel, Opéra, flowers and stones, title in pink
Une journée à Paris, the collection visual

Diamond motion design

The animation of a diamond resting on a blue enamel flower, drawn and animated for the house.

The diamond animation, for the Pierres de Caractère high jewellery film.

The house, day to day

  • The house’s centenary in the Tuileries Garden.
  • Window displays, gift boxes and catalogues.
  • Retouching of jewellery photography.
The photographed campaign: the model in a white dress wears the butterfly necklace and bracelet, against sky and meadow.
Campaign sketch: a young woman in a white strapless dress, the house’s jewellery set and butterflies, against sky and meadow.
High jewellery campaign, from sketch to photograph.
The photographed campaign: a model seen from behind in an orange dress, a diamond necklace and a red gerbera.
Campaign sketch: a woman seen from behind, chignon and leaf necklace, a white flower in her hand.
High jewellery campaign, from sketch to photograph.
The photographed campaign: the model in a white dress, the dove holding a pendant and the emerald ring on its feather.
Campaign sketch: a young woman in a white dress, emerald sautoir, a dove and a ring resting on a feather.
High jewellery campaign, from sketch to photograph.

I had the opportunity to work with Nelly at the Maison Van Cleef & Arpels for several years. Deeply committed, efficient and conscientious, she was particularly appreciated by those around her. Nelly has wonderful professional and human qualities.

Hélène KarpovHigh Jewellery Designer, Van Cleef & Arpels - LinkedIn

The team

Art direction
Nelly Tadjer
Façade storyboard
Fabien Martineau
Supervision
Eric Jacolliot, Claire Masquelier