Van Cleef & Arpels is driven by savoir-faire, excellence, culture, and heritage, and plays a significant role in the development of decorative arts. Under the management of Nicolas Bos, the brand actively engages in various cultural activities, including commissioning dance performances and sponsoring a school of jewelry arts. This commitment has been the driving force behind the collaboration with Jouin Manku studio, intertwining cultural alliances with Van Cleef & Arpels' commercial endeavors and solidifying its reputation as a dream provider.
This project aims to create a showcase for Van Cleef & Arpels in Korea, highlighting its craftsmanship, heritage, and appreciation for arts and culture. It also seeks to establish connections between the East and the West, embracing and celebrating Korean culture. Rather than imposing a particular style, the project strives to create a sophisticated blend that seamlessly combines commerce and culture, contemporary elements and traditional craftsmanship.
Jouin Manku has taken on the challenge of incorporating Korean ideas into their vision of European and Occidental architecture, reflecting the country's rich cultural wealth in the project. They advocate for a spirit of openness to the world, seeking to find their natural place in a new ecosystem.