The Alkemistry is a female-founded luxury jewellery multi-brand concept. Alongside their exclusive designs, you’ll find pieces from international female jewellers from small independent businesses borrowing inspiration from the strong women around them.
Brand Strategy / Art Direction / Collateral / Web
Golden planets and other graphics were used across digital, print and visual merchandising to reflect the magical atmosphere created by The Alkemistry.
As a digital showcase, the website had to reflect the high standards and unique style of The Alkemistry. Emphasis was put on optimizing the user experience and faithfully transcribing the brand meticulously aesthetic universe. To achieve a flexible reinvention of the online visual identity without the need for a developer, the platform was changed from WordPress to Wix. As per the brand tagline, the website is modern and meaningful, allowing to bring luxury at home.
This change of direction was also an opportunity to promote exceptional customer services. Events and booking functionalities were created to ensure ease of mind for modern women: The Alkemistry professionalism and savoir-faire at your fingertips.
Like The Alkemistry clients, the brand’s Instagram had to be bold and full of character. More than a simple presentation of jewellery, a true statement is affirmed and shown to the world. Mixing the luxury image with the elegant simplicity of the illustrations, the visuals are meant to be upscale but accessible to every woman who wants to stand out. Luminous, almost poetic, a dreamlike universe that one cannot get rid of.
The development of the stores also was a central point. Eye-catching promotional videos were broadcast on dedicated screens in the windows of the Covent Garden flagship. In the spirit of the times, without overdoing it, they immersed customers in The Alkemistry experience. Videos and animations were also created for various social media campaigns. Classy and sophisticated.
From artistic direction during shootings to Photoshop editing of the jewellery images, every step has been expressly thought out to give the best experience. It was fundamental to highlight the exceptional work of the designers of The Alkemistry through strong and precise visual expression. This is the reason why each image has been carefully looked over, sometimes created, to reflect the richness of the creations.
Excellence is in the details. Designs for leaflets, certificates and concertinas have been thought to match the refined and luxurious elegance of The Alkemistry. Special attention has been paid to the choice of paper and formats and a meticulous selection of different illustrations was created for an empowered and demanding clientele. Always pushing the customer experience a step further.
The Alkemistry flagship in Covent Garden, London was designed to follow Feng Shui practices to create a welcoming and harmonious environment. Each section of the store recalls one of the four elements: water, fire, earth and air. The everchanging jewellery offering asks for a frequent window dressing redesign, including the creation of new vinyls for the majestic windows.
Space Design and Visual Merchandising in the flagship store in Floral Street, Covent Garden, London, UK
Space Design and Visual Merchandising in Harvey Nichols (London, UK), De Bijenkorf (Amsterdam, The Netherlands) and Galeries Lafayette (Paris, France).