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    Van Cleef & Arpels. New York Academy of Art, Tribeca Ball Gala. Event Branding. Invitation Design. Event Design and Creative Direction. Lightin… Read More
    Van Cleef & Arpels. New York Academy of Art, Tribeca Ball Gala. Event Branding. Invitation Design. Event Design and Creative Direction. Lighting by Luce Group. Read Less
The brand experience begins when the guest unpacks the mailing box and opens the invite. The package was designed to build anticipation and evoke excitement while hinting at the rich themes of the event.
This short documentary captures the spirit of the party and illustrates how the visual language of our "Unmasking the Modern Ball" concept runs throughout the event.

Tribeca Ball Gala Event Design and Marketing.

Van Cleef & Arpels commissioned Tsang Seymour to develop an identity and event design for the Tribeca Ball as part of their sponsorship and event marketing strategy. In our role as creative partners to both Van Cleef & Arpels (sponsor) and the New York Academy of Art (host), we recognized both the shared and individual goals of each. The Academy requires a high-profile, sold-out, fundraising event that showcases student work and raises the profile of the school within the cultural community. Van Cleef & Arpels lends their stylish and glamorous brand attributes to generate a party theme that celebrates the event in a manner that equals their brand promise but does not overshadow the Academy's voice.

Masks inspired by the five historic balls commemorated in Van Cleef & Arpels high jewelry collection, Bals de Légende, serve as the core visual element. The unique graphic forms of the masks and saturated color palette signify each of the balls in the invite and event design.

Models positioned in the Academy's store front windows welcome Tribeca Ball guests on arrival. The consistent application of singular color in the execution of the costume design and lighting maintains the bold expression of the event design and creates a strong stage that is thoughtfully integrated into the school's existing building.
Models are cast as the "stage" for the display of Van Cleef & Arpels high collection but are also active players in the Ball. As cast members, their positions, activities, and attitudes are carefully choreographed to engage both press and guests, and as a narrative reinforcement of the Academy's emphasis on the importance of the human figure in the study of art.
Following their lobby arrival and greeting, guests begin their Ball procession through a gallery of models bathed in immersive color.

The dinner guests each receive a tray-served presentation box containing a white, handmade mask that they are encouraged to personalize with their own vision for the evening.