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Breath of Fresh Air for De Beers Holiday Windows

November 22, 12 by IDEX Online Staff Reporter


De Beers Diamond Jewellers' Breathing Light Window

(IDEX Online News) – Taking the idea of artful shop windows a stage beyond the ordinary, De Beers Diamond Jewellers commissioned London-based conceptual artist designer Rolf Sachs to create an installation for its holiday windows. The result is the “Breathing Light’ concept, which will feature in all De Beers stores worldwide this holiday season.

 

The installation creates the illusion of windows covered in a thick layer of frost, offering a few hand-swiped clearings to view inside, while the warm glow of flickering candlelight sways as if some in breathing on it. The candles are shown on an iPad, leading the viewer to believe that the flames are quivering under the breath of someone nearby.

 

“Following on from the success of Imaginary Nature, we are delighted to express our passion for light in a new form and design,” said François Delage, CEO of De Beers Diamond Jewellers. “As ‘The Jeweller of Light,’ we are thrilled to bring light to our windows in this holiday installation and once more support the arts and design.”

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