APPROACH

Role: Installation Design • Art Direction

Commissioned by Zoja Jewelry for a luxury retail presentation in Dubai, and developed in collaboration with Zoja Mihic, the project involved the design and fabrication of a series of bespoke floral window installations.

The display needed to attract attention while allowing the jewellery to remain the strongest element within the window.

Paper florals were developed as sculptural forms rather than decoration. Layering, depth and carefully controlled spacing introduced movement across the display, changing as people passed the windows.

Each installation responded to a different palette, including monochromatic white, blush pink and deep purple, while maintaining the same approach to construction and proportion throughout the series.

Every decision was measured against the jewellery itself. The installations invited people to stop. The success of the installation was measured by the jewellery remaining the last thing people looked at.

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