Christofle 925 GENESIS MOOD
Brief: The storied silversmith & jewellery maison Christofle came to us regarding their partnership with Web 3 Brand Exclusible and the launch of their line consisting of physical and digital (NFT) products. Christofle wanted to ensure an elevated brand voice that matched their heritage and positioning, while adopting the innovative tone of a digital product.
MDK Consulting Solution: Highly skilled in elavating luxury brand positioning, Maison Demi Karan Consulting worked closely with both Christofle and Exclusible to deliver a series of product descriptions, Marketing Material (Email newsletter, Social Media Advertising etc.) and Press Releases that simultaneously exuded the luxury nature of Christofle and the innovate nature of Exclusible. The result was impressive, with the collection reaching the correct target audiences in the right manner and becoming sold out, both for the physical as well the digital products
More on the Christofle website & here
Brand Article Christofle:
Very few companies in the luxury world are consistently pushing innovation. When it comes to goldsmithing innovation and heritage, there is only one name that immediately comes to mind as the worldwide leading force: Christofle. The french silver-goldsmith, tableware and jewelry company which was founded by Charles Christofle in 1830 had been started on the basis of excellence. Indeed, Charles’s vision was best synopsised by him in one phrase: “Only one quality: the best ''. Charle’s love for beauty and perfection has a long story of tradition behind it. Born in 1805 Paris his family was specializing in button manufacturing. Already close to the fashion industry, his career began in 1821 by working in jewelry manufacturing with his brother-in-law Hughes Calmette. It was this industry that taught him how to appreciate impressive quality and strive for perfection.
However by the 1830s Charles had set his vision on revolutionizing the manufacturing of silver household furnishings and Christofle was founded as a silversmith company, bearing his name. The maison grew rapidly and quickly managed to become one of the biggest international players of it’s time. However, it was In 1842, when Charles bought and perfected the rights to both electrolytic silver plating as well as electrolytic gold gilding patents in France that his business grew beyond any imagination. We truly have to thank Christofle for the fact that today silver is considered as an integral part of “art de vivre”. As a goldsmith and former jeweler, Charles set his eyes on transforming everyday objects and bringing them to their most exquisite state. Jewelry, tableware, one of a kind sculptures and decorative objects, have all been perfected by this master of goldsmithing. This tradition continues to this day, almost 200 years later.
Naturally his exquisite work did not go unnoticed. Over the years, Christofle silver has graced most upper class establishments and royal houses. Indeed, famous lovers of Christofle include the French King, Louis-Philippe I, Napoleon the III, multiple princes and maharajas as well as politicians. Well known monuments and aristocratic homes around the world, such as the Elysée Palace and the Orient Express, would simply not be the same without Christofle’s lavish creations. Indeed, a collection of tableware commissioned by Napoleon the 3rd in 1853 is currently exhibited as a historic piece of art at the Museum of Decorative Arts in Paris. The company - which was guided by Charle’s family after his passing - continued to innovate with the creation of "Galia metal". Being heavier than electrolytic silver, this new type of plated metal was unveiled to the public at the 1900 Universal Exposition in Paris.
Since 1830, the French business has continued to be the leading force in “Arts de la table”. Eclectic tableware, household objects and jewelry with exquisite taste have continued to be manufactured for almost 200 years. While the products might carry different styles according to the era -from Art Nouveau to modern minimalism- a nod to classic nobile French fashion is always present, linking every creation to Christofle’s haute goldsmith heritage. Throughout the years the house has collaborated with many artists and designers who created special lines in collaboration with the in-house silversmiths and design studio. Today the maison’s silver cutlery and accessories can be found anywhere from luxury hotels and well-known institutions to the delicate necks of high society ladies.
Motivated by his vision of perfection. Charles Christofle changed an entire industry forever. Technical innovation has always been at the core of his vision, with him actively searching, patenting and using technology in order to evolve his products and reach. Staying true to this heritage maison Christofle is innovating once again by becoming the first goldsmith and jewelry company to enter the age of Metaverse. In collaboration with luxury NFT marketplace Exclusible, Christofle is creating a series of limited edition NFTs that allow luxury enthusiasts to explore this prestigious universe, in ways that were never possible before. Inspired by the “MOOD by Christofle” collection of luxurious cutlery eggs, this series of NTFs invites lovers of the brand to get integrated with the maison’s history inside a powerful NFT blockchain. Combined with a series of high quality utilities, NFTs open the latest chapter for this 200 year old maison, that represents goldsmithing excellence and continues to innovate 192 years later.
