Boucheron
Immersive phygital exhibition for Boucheron's 160th anniversary. 20k visitors over 16 days.
01 · Situation
160 years of heritage. One chance to make it tangible for a new generation.
160 years of heritage. One chance to make it tangible for a new generation, in a physical venue, with digital and AR experiences that had to feel as precise as the jewellery itself.
The design challenge
02 · Approach
Three layers. One coherent experience.
Three interdependent layers: physical narrative, digital augmentation, social reach. Each had to work independently and amplify the others.
Take away
03 · Outcomes
What the experience produced.
A phygital exhibition that worked at every scale, from the physical craft of a single piece to the social reach of a global audience.
20k
over 16 days at La Monnaie de Paris
12,380
generated by visitors during the exhibition
6,000
#Vendorama organic social reach
70,403
in 2 months post-exhibition
04 · Takeaways
Three things this confirmed.
Phygital works when the digital layer reveals something the physical cannot. Otherwise it is noise.
Heritage brands need emotional progression, not chronological order.
Reach is a design decision. The mini-site was not documentation. It was a parallel experience for 70k people.
Closing
The physical and the digital were not two experiences. They were one.
The physical and digital were not two experiences. They were one, and the result spread well beyond La Monnaie de Paris.
