As high-end European labels increasingly aim to benefit from China's growing luxury market, Shanghai has become a popular destination for maisons to host exhibitions documenting their legacy, with Van Cleef & Arpels the latest brand to announce a retrospective exhibition.
While Italian luxury goods label Bvlgari's 125 Years of Italian Magnificence expo will run until April 17 at the Aurora Museum in Shanghai, Van Cleef & Arpels has announced the May launch of the Timeless Beauty expo at Shanghai's Museum of Contemporary Art.
Van Cleef & Arpels, which eight locations across China, first entered the country in 2005 with its Beijing store. The upcoming exhibit, focusing on the Van Cleef & Arpels legacy, will offer an informative guide to over 100 years of high-end jewels, showcasing 370 pieces of jewelry, watches and accessories. It will run from May 20 to July 15.
Other luxury houses to have recently exhibited in Shanghai, often dubbed the "Paris of the East," include Christian Dior, Louis Vuitton and Chanel, with Chanel holding numerous expos there including the "Paris-Shanghai" exhibition it took to the city back in 2010.