Yet, slowly, the purely commercial relationship between international brands and their local audiences has evolved to encompass more meaningful interactions. Brands still represent international commodities, but they are also looking to become involved with local communities in their target markets, becoming committed members of the social economy. The progressive model is based upon mutual benefit, consumers get the products they desire, companies expand into new markets and the local environment benefits in some tangible manner.
An excellent example of the synthesis between beauty, heritage and local involvement, and the winner of this year’s annual Legacy Award, is Van Cleef & Arpels (VCA), the legendary Parisian jeweller with a penchant for exceptional stones. The company, first established in 1896 by Salomon Arpels and Alfred Van Cleef, boasts a century old heritage of sculpting sophisticated beauty out of rare metal and precious stones, and is a well-known name among the world’s cognoscenti. The house remains true to its aesthetic traditions, but infuses them with technological nous to create designs both striking and titillating.
Its beautifully crafted jewellery may be celebrated the world over. But for the house of Van Cleef & Arpels, abstract appreciation and unthinking consumption is insufficient. The firm is focusing on making its mark in the Middle East by being actively involved in local communities and social projects.
As part of this, Van Cleef & Arpels wants to be further involved in Dubai’s art and cultural landscape. “We want a full, long term relationship with Dubai through its art scene and we want to play a role in various dimensions of artistic expression,” says Stephane de Palmas, the firm’s brand director for the Middle East.
The house recently retraced a hundred years of watch-making creativity with its Poetry of Time exhibit at the international Art Dubai Fair in March 2010, presenting a visually arresting anthology of horological accomplishments charting the course of time keeping throughout the century. Van Cleef & Arpels may have demonstrated its mastery of intricately beautiful yet practical time-keeping to many a spell-bound visitor, but the company also used Art Dubai as an opportune moment to involve itself with local initiatives.
Combining philanthropy with an appreciation of local art, the firm joined forces with START, an association working with disadvantaged children in the Middle East. START, which has operating in the region since 2007, uses art as a means to heal, educate and empower the younger generation in marginalised areas in the Middle East and elsewhere.
“Van Cleef & Arpels is strongly involved in sponsoring art worldwide, and wanted to be involved in ways that go past simple sponsorships. START is not only associated with Art Dubai, but shares VCA’s values of creativity and craftsmanship,” states de Palmas.
START aims to offer children a voice through the universal expressiveness of art, relying on intuitive skills unrestrained by lack of training. START helps disadvantaged children engage with their communities and peers, thereby developing self-worth and purpose while discovering new channels of communication.
According to START’s director, Sonia Brewin, “START was set up to reach children facing social exclusion, which for the UAE describes the circumstances of many children with special needs and, within the wider region, means children living in refugee camps and orphanages. START takes art classes to these children and gives them a rare chance, through painting, photography and sculpture workshops, to smile, take confidence in their abilities, and shine.”
Van Cleef & Arpels not only offered START proceeds from the auction of a Charms watch during Art Dubai, but also donated part of the profits from the Poetry of Time exhibition. For Van Cleef & Arpels, it was a way of effectively creating positive change in a local setting. “START focuses on children who need help and relief and, quite simply, VCA wanted to be a part of this mission,” notes de Palmas.
Van Cleef & Arpels’ partnership with START has financed a full season of art lessons for vulnerable children in Dubai. The ‘Tuesday Group” programme allows youngsters with autism and Down’s syndrome to experiment with other forms of expression and develop individual creativity.
Spokesmen for the firm were quick to note that its contribution wasn’t a solitary charitable gesture, but a demonstration of sustained intent. It wants to be part of the Middle East’s socio-cultural scenery, and is looking to actively support the arts, and work with partners on social projects that have the potential to change lives for the better.
Brewin is appreciative of Van Cleef & Arpels’ input, “With Van Cleef & Arpels’ support, START has been able to fund much needed art classes for young people with Down's syndrome and autism in Dubai, and is launching an art garden for refugee children living in Jordan's camps.”
There is a discernable sense of things coming full circle. A company renowned for its works of bejewelled art is now pushing the use of art as a medium for the disadvantaged to communicate. Van Cleef & Arpels’ involvement in the local community and their efforts to spread a love of art among those who most need it have resulted in the company winning this year’s Legacy Award.
WHO Van Cleef & Arpels and START
WHAT A collaboration between the two organisations has led to disadvantaged children enjoying access to art classes
WHERE Dubai and Jordan so far
WHY A noble undertaking, bound to have positive effects for years, Van Cleef & Arpels are engaging with delicate social issues in a positive, thoughtful manner.
www.vancleef-arpels.com
www.startworld.org
