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Authorne, a luxury jewelry atelier led by visionary designer Rachel Bu, intricately crafts wearable art pieces, each a unique sculpture reflecting the artist's personal narrative.
How do we launch a heritage brand that bridges the gap between fashion and art? That was the question that was top of mind for Authorne's founder, Rachel Bu, when she approached us to support her launch event at Powerhouse Arts in Brooklyn, NY.
We partnered with Authorne and PR firm Hayward to design and curate a launch event at Powerhouse, an industrial venue that provided a striking contrast to the delicate craftsmanship of the jewelry. The combination of this space and our art direction created an atmosphere of modern luxury with an artistic edge.
The event showcased the jewelry in a museum-style format, and attendees could also join a waitlist for the opportunity to get personalized jewelry.
We supported the event with the art direction and layout of the space. Long skinny tables were arranged so that the guests could weave in between them in a serpentine pattern, learning about the collection and the 5 core motifs as they go.
Each bespoke piece was in a glass dome, perched on stone, shell, moss, and other natural elements, tying together the natural inspiration that was threaded throughout the collection.
Each guest was offered branded chocolate as well as a printed lookbook we designed, featuring editorial photography of the jewelry. Each piece was represented by its motif name and the full catalog of the collection listed for reference.
In addition to the booklet, we curated an interactive experience by adding multiple wall installations throughout the venue. This wall was meant to represent the artist's studio and invite guests to take home a piece of Rachel's process. We created dozens of posters that featured collages of Rachel's personal sketches, photographs of the collection, and materials of the craftsman process. They were printed on-site at Powerhouse in their extensive printing studio.
The event successfully introduced Authorne's new collection in a setting that elevated the brand's identity. The combination of the industrial setting, the immersive multimedia installation, and the interactive wall left a lasting impression on guests, helping Authorne strengthen its connection with patrons.
