Van Cleef & Arpels Tribeca Ball. Event Design.

Sponsored by Van Cleef & Arpels, the 2013 TRIBECA BALL is the benefit gala for the New York Academy of Art, a school training visual artists in traditional skills that serve as powerful tools in the creation of vital contemporary art. Founded in 1982 by Andy Warhol and other influential artists, collectors and patrons and is located in the Tribeca district of NYC.

Drawing on inspiration from the Van Cleef & Arpels High Jewelry Collection "Palais de la Chance", the "Believe in Luck" concept was conceived as a brand "experience," opening the invitation was the "start" of the event itself for the recipient, creating anticipation and excitement. Visually the theme was represented by symbols/icons of luck throughout the various event spaces, creating an environment of whimsy and a dynamic variation between airy, open spaces and darker more dramatic moments. Bejeweled models in black bodysuits lined a constellation sky procession to a festive room where an illuminated bar and video wall provided a backdrop for mingling. In the main dining room, super-sized custom illuminated signs spelled out "LUCK" and "BELIEVE" on opposing walls and guests gathered around tables of paper lanterns nestled in beds of green clover.

April, 2013
Creative Direction and Event Design: Tsang Seymour