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Alphabet 1931 Place Vendôme, Paris

Jaeger LeCoultre

A letter and a story

The flagship Jaeger-LeCoultre store on Place Vendôme was decorated with gold and letters to create a bright atmosphere. To mark Christmas and New Year 2022, the Grande Maison called on typographer Alex Trochut to conjure up the Art Deco spirit of the Reverso, an iconic watch created in 1931.

Outdoor and indoor mise en scène

ATHEM staged an experience around the ‘Alphabet 1931’ font designed by the artist and the classic timepiece through a trail starting outside the store.