An interactive show is about to take shape through ultra-HD videos that will adapt innovative languages and modalities found in high fashion to the jewellery sector to offer a previously unexplored matching modality. Through more than thirty Jewellery Frames, original film sets interpreted by elegant models, companies and top Made in Italy brands will be presenting their latest collections to buyers logged in from all over the world to WE ARE Jewellery, the innovative digital event which, on 23rd March, will open the 2021 Jewellery Agenda, the starting point of IEG’s tailor-made roadmap towards the return of the industry’s physically-attended trade shows.
An original format devised by IEG in collaboration with Art Director Beppe Angiolini, the world-famous Italian fashion buyer, WE ARE Jewellery will provide exclusive communicational, promotional, and relational leverage with international traders. Inspirational, enthralling, and emotional images, filmed in the enchanting setting of Arezzo, one of Tuscany’s most precious treasures, featuring the exclusive interior of historical Palazzo Lambardi, in the heart of the ancient city center, will become interactive in live streaming thanks to the capabilities of Golden Cloud, IEG’s new digital environment.
Palazzo Lambardi – now home to Sugar boutique – once belonged to the homonymous and originally Lombard family whose coat of arms can still be admired on the façade: “a red eagle in mid-flight, crossed by three gold stripes on a silver background and topped by three golden fleurs-de-lis under a red rake”. The building houses Roman mosaics uncovered by the great archaeologist, Camurrini, in 1875.
Inspired by the very latest format launched by top international fashion houses during the most recent fashion weeks, the show will focus on the beauty and workmanship of gold and jewellery manufacturing in the Italian districts while also enhancing the business side by allowing international buyers to see the details of each item on offer, examine the product description and particulars, surf through information on the producer and come into direct contact with the companies themselves. Even in the week following the event.
The WE ARE Jewellery project – which boasts the contribution and support of the Ministry of Foreign Affairs and International Cooperation and Italian Trade Agency – is part of the larger shift towards a complete re-start of the Italian gold and jewellery industry, and, thanks to the introduction of new tools and communication channels, supports the market with a decisive push towards the extensive process that IEG has set in motion over the years towards new digital solutions to add to a more complete physically-attended trade show offer.