Non-commercial. “Metaphor is a small myth”. As a special New Year project, in collaboration with the AI design studio AHN, we blended AI, myth and the concept of disruption together — not the most unusual combination — and it did indeed bring meaning and aesthetics into some rituals.
Lalique is a luxury French brand known for its exquisite glassware, jewellery, perfumes, and hospitality venues. This was a non-commissioned project, and I have always had a soft spot for this brand due to the many opportunities it presents to explore the blend of cultural interplay and modern narratives.
For this special Christmas project, our aim was to evoke a sense of fantasy, helping people escape the chaos of the world while experiencing Lalique from its different facets — hospitality, jewellery, and fashion.
Mythology, in relation to Lalique’s DNA, is the fusion of fantasy and excellence in craft. This blend allows us to create a holistic image of culture, reflecting Lalique’s immersion into various cultural facets, including hospitality, design, perfumes, jewellery, and sculpture. Some elements from the paradox of ugliness were also incorporated into the costumes to create a positive disruption. This slight deviation from norms, presented in the context of magical, grandiose, and accepted ‘beauty’, resonates with the viewer showing the balance between something aesthetically ‘complete’ and ‘disruptive’.
