Case Study: Chopard Chopard Haute Joaillerie Press Kit
The Brief: In January 2015, Chopard reached a historic pinnacle by joining the Fédération Française de la Couture as an official "jeweler" member. To celebrate this debut at Paris Couture Week, I was commissioned to design an elite press kit to introduce the global fashion press to the brand’s most ambitious Haute Joaillerie to date. While the "press box" has since become a mandatory industry standard, this project was a pioneer in the space; I designed one of the first multi-sensory press kits that invited the global fashion elite into the intimate, whimsical world of Chopard’s Animal World and Red Carpet collections. The mission was to translate the technical virtuosity of the Maison’s Geneva-based workshops into a tangible narrative, bridging the gap between traditional media and high jewelry in a completely fresh, elegant, and immersive way.
The Strategy: The Art of the Reveal & Technical Artistry: To highlight the technical virtuosity of Chopard’s Geneva-based workshops, the strategy centered on the "Art of the Reveal" mirroring the secretive nature of the season’s centerpiece, the Hedgehog Watch. Just as the watch’s 54 moonstone spikes open to reveal a hidden dial, the press kit was designed as an exercise in discovery and tactile storytelling to celebrate Chopard’s 2015 debut as a jeweler member of the Fédération Française de la Couture. The launch showcased the house's "Exceptional Emeralds," including breathtaking 30-carat pear-cut Colombian emeralds and the intricate Animal World Peacock earrings. My design utilized detailed, hyper-realistic illustrations to emphasize the architectural "soul" of these stones, allowing editors to appreciate the complexity of the craftsmanship before the pieces ever hit the runway.
The System The First Multi-Sensory Brand Immersion: I engineered the first multi-sensory brand immersion by curating a bespoke collection of the Maison’s artifacts that extended the narrative beyond the printed page and created a deeper connection with the global media. The system was designed to fully immerse editors in the Chopard atmosphere through a signature scent mirroring the vibrant "green fire" of the emerald collection. This was paired with a keepsake USB "key" housed in a Chopard pouch; designed to double as a piece of jewelry, the key symbolized the rare privilege of "unlocking" the Maison’s private archives.
On extended the brand’s narrative beyond the page:
The "Secret" USB Key: Housed in a signature Chopard pouch, the USB was cast in the shape of a key—a priceless symbol representing the "key to the Maison’s archives" and the unlocking of Haute Joaillerie secrets. It was also a piece of designed jewelry one could wear around the neck if they wished. It created a keepsake for editors and high-end celebrity clientele.
The Signature Candle: Included to set the atmospheric tone of the Swiss Alps, the scent was designed to transport the recipient to the serene, moonlit environment where the Animal World collection was conceptualized. This was one of the first Experiential Press Kits where I started to create the sensory world around a brand. The “secret of the garden” scent gave Chopard a smell, and more importantly, it immersed editors into a sensory experience they would associate with the brand and the collection.
The Technical Images: High-fidelity images rendered with hyper realistic illustration, the Hedgehog watch, the Emerald and Peacock pieces allowed editors to appreciate the architectural complexity of the gemstones before seeing the final pieces on the runway. It also made a distinct impression with high-clarity diamonds and green emeralds sparkling inside the prestigious, and tactile, 18K gold foil-stamped red custom fold out.
The Outcome: A New Standard for Couture Week By integrating these tactile and olfactory elements, I transformed a traditional press kit into a tangible brand experience that drove measurable engagement and established a new standard for Couture Week storytelling. The press kit became a collector's item in its own right, successfully positioning Chopard as a formidable new member of the Fédération. By aligning sensory branding (scent and touch) with high-concept utility and keepsake (the USB key), the project drove deep engagement with fashion editors and solidified the Emerald, Aninal, and Hedgehog Watch as "must-cover" stories of the season.