Boucheron

A physical space that had to carry 160 years of meaning.

The Monnaie de Paris venue required an experience design that respected the architectural context while making Boucheron's heritage emotionally accessible. Static displays were not enough — the space had to invite exploration.

Design for emotional progression, not chronological order.

The exhibition was structured around emotional themes rather than a linear timeline — desire, craft, legacy, innovation. Visitors moved through a curated emotional arc, not a history lesson. Physical and digital touchpoints were placed to deepen the experience at key moments.

20k visitors over 16 days.

The exhibition reached capacity across its 16-day run. The physical experience generated the emotional depth needed to make the digital augmentation feel meaningful rather than gimmicky.

AR that adds meaning, not just novelty.

AR has a short window before it feels like a tech demo. The challenge was designing AR experiences that revealed something about the jewellery and the craft that the physical objects alone could not communicate — proportions, creation process, emotional symbolism.

AR as a discovery layer, not a decoration.

AR experiences were designed to augment specific pieces — revealing the creation process, visualising scale, surfacing the story behind the stone or the setting. Each interaction had a clear reveal logic: the AR showed something the naked eye could not.

12,380 AR videos generated. 6,000 Instagram posts.

The AR experiences became the most shared element of the exhibition. Visitors generated content organically because the experiences were genuinely worth capturing — not because they were prompted to.

The exhibition had to live beyond La Monnaie de Paris.

A physical exhibition in Paris reaches a defined audience. The digital strategy had to extend the experience to audiences who could not attend — maintaining the emotional quality of the physical installation at a distance.

Design the digital experience for those who were not there.

A dedicated mini-site extended the exhibition narrative online, with content and interactive elements designed specifically for digital consumption — not a simple documentation of the physical event but a parallel experience in its own right.

70,403 mini-site visits in 2 months.

The digital extension significantly multiplied the exhibition's reach beyond the physical venue. The Vendôrama became a reference case for phygital luxury activation.