Creative Agency: Brandimage
Project Type: Produced, Commercial Work
Packaging Content: Fragrance, Perfume
Brandimage designs the bottle of the new perfume for men, Van Cleef & Arpels in New York
Brandimage, a leading global consultancy of brand equity architects and designers, is proud to announce the design of the new perfume for men, Van Cleef & Arpels in New York. As a a tribute to the art deco architectural tradition of New York, where Van Cleef & Arpels has its own boutique since 1942 in the heart of Manhattan, at 774 Fifth Avenue, Brandimage imagined an encounter between the famous jeweler and the city that never sleeps, through the design of the new Van Cleef & Arpels’ in New York.
A perfume bottle designed as an architectural piece, made out of steel and glass, echoing the geometric force of Manhattan’s skyline and the inspiring ascending verticality of skyscrapers that together create this symbol of timeless elegance and urban creativity.
Simplicity, strength and elegance of the city’s contemporary architecture guided Brandimage in the design of the bottle, consisting of a block of glass with a sleek geometrical design, circled with a steel rim. A gradient smoky grey glazing, reminiscent of the giant windows of the iconic skyline that reflect with force the lines and parallels of the intersecting streets and avenues formed by the perfect and inimitable geometry of New York. The coldness of the glass contrasts with the softness of the rubber cap. The color palette and the choice of materials express this peculiar harmony of glass, metal and tar, quintessentials of Manhattan.
Might and excess, simplicity that spans through the ages without conceding any of its magic, scaling glamour… roaming endlessly the streets of Manhattan, breathing deeply the air of Central Park, dreaming of elegance in front of the window displays of Fifth Avenue, conquering the night around Broadway…
After the poetry of the starry sky of Paris with Midnight in Paris, this new Van Cleef & Arpels in New York perfume bottle encapsulates the effervescence of the city in a precious case of glass and steel.