The IJL (International Jewellery London) is the must-see event of the UK jewellery calendar. Viventy Jewels teamed with MSK Works, a national retail shopfitting company, to produce a stand-alone ‘pop up’, experiential exhibit and, in turn, MSK asked us to design the space, the theme and the TOV for this event. We came up with the theme “Desire at Work” and designed one-off piece of display which told the story. Having been to the show previously, we knew that the majority of other mainstream brands would be focusing on the aesthetics of their collections, so we set about to turn up the heat on the very emotion that drives this industry: Desire. The result featured a post-modern industrial ‘desire machine’ which used unfinished metal work, grills and back-lit, slow turning fans and through which rose to the surface three exquisite diamond rings. Having now designed this, our challenge was to make it so. We oversaw the construction process and ensured that our vision was being translated to the finished piece. The results were fabulous and our project gained outstanding attention over the three day event.