On 11 May, the British luxury jewellery brand Graff, known for its diamonds and high jewellery collections, opened a pop-up exhibition at Taikoo Li Chengdu. Called “Fall in Love with Graff”, the bridal display will last until 20 May, otherwise known as “520 Day” or “I Love You Day” online.
The exhibition, hosted in an outdoor pop-up space tells the story of Graff’s origins, its craftsmanship, as well as its bridal collections. The immersive experience is divided into 4 themed areas. An interactive display in a “craft corridor” showcases Graff’s iconic ring designs and diamond setting techniques. The “promise of time” wing takes visitors on a journey from raw diamond to finished Graff ring, while the “love zone” is a display of bridal dresses constructed like diamond facets.
The time-limited try-on area features Graff’s 4 iconic engagement ring designs: Promise, Icon, Flame and Paragon, so visitors can see how the rings look when worn. Aside from the rings, which are the stars of the show, Graff also had multiple couples’ rings and wedding bands available for those in different stages of their relationships.
Founded by Laurence Graff OBE in 1960, the brand has been a staple on the diamond market and is considered one of the most prestigious jewellery brands. Since May, Graff has been promoting its bridal rings in China with its personal consultancy service. Many luxury brands, including jewellers, are now leveraging the power of pop-up stores and exhibitions to draw interest. Chengdu is gradually becoming the hottest spot for brand activations and the Graff interactive exhibition is the latest of both these trends.
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