This year’s Chinese New Year De Beers window displays are a rich feast for the eyes in red and gold. They show detail of a ram’s swirling, glittering horns against a textured red background and the jewellery is displayed on strong black forms.
The ram is supposed to be artistically talented, a creator of beautiful things so we might have felt a little extra design pressure! Our brief was to build on last year’s successful display, which showed flowing red waves cut into a gold leaf background.
Red and gold are very positive colours in Chinese culture. Retailers like them as strong colours are eye-catching but they are not always easy to work with. Golds have a nasty tendency to look green or cheap and the two colours together can shout a little too loudly.
Our solution was gold leaf and hand-made paper and we experimented with glues and papers, sprays and vinyls until we found the right ones. Gold leaf comes in small square sheets and as we didn’t want a tiled effect so we also needed to beat it up a bit. The office looked like a treasure trove!
The window displays are in 16 stores around the world. The ram is the Chinese zodiac sign that people like the most. Let’s hope the customers feel the same.