If you're looking to be transported to another world, might be suggest a trip to Chadstone Shopping Centre? From 17 to 30 July, 2024, Van Cleef & Arpels invites you to step into a realm where time is a dance of elegance and wonder. Nestled in the heart of the go-to luxury shopping destination, this timepiece pop-up – coined Poetry of Time – showcases up to 40 exquisite watches, each a testament to the Maison's artistry and poetic vision. The event unveils Van Cleef & Arpels' cherished universes: Love Stories, Enchanting Nature, and Poetic Astronomy, offering a glimpse into the soul of the Maison where every tick of the clock narrates a story of grace and enchantment.
This enchanting fusion of inventiveness and fantasy has always remained at the heart of Van Cleef & Arpels' watchmaking. This visionary approach is a journey into the Maison's rich history and its emblematic sources of inspiration. In this universe that the Maison has created, time transcends the ordinary, unfolding through the delicate movements of nature, the ethereal presence of feminine figures, and the timeless romance of love stories, all brought to life beneath the glass of each meticulously crafted dial.
Stepping into the pop-up myself, it's clear that it is more than a mere display, but rather an invitation to dream. Visitors are encouraged to pen heartfelt letters to their loved ones, with bespoke Van Cleef & Arpels postcards available on site. These postcards, adorned with Parisian cityscapes seen through the Maison's romantic lens, can be cherished as keepsakes or mailed directly from the event, adding a personal touch to your experience.
The pop-up features some of Van Cleef & Arpel's most memorable collections and timepieces – from The Lady Arpels Heures Florales watch, to remarkable pieces like one of this year's novelties at Watches & Wonders, the Lady Arpels Brise d’Été watch and my personal favourite, the Lady Arpels Pont des Amoureux watch.
Entering the Poetry of Time universe, the boundary between time and art blurs, offering a fleeting yet unforgettable experience. The opportunity to tell and discover your own story awaits – honouring a celebration of Van Cleef & Arpels' enduring commitment to creating timepieces that are not just instruments of time, but expressions of life itself.
Explore the booth for yourself at Chadstone Shopping Centre, now.
