De Beers place sustainability at the heart of their shining presence at key Singapore Show.

De Beers Jewellers is the pinnacle of diamond luxury and excellence, and their jewellery is glorified through vision and creativity into bold, distinctive designs. They are cut and polished by the world’s finest diamantaires, artisans chosen for their extremely rare skill and craft, and therefore it was of an extreme honour to our creative team to have been chosen as the agency to create and deliver their vision at the Singapore Jewellery & Gem Show.

At the heart of De Beers is ‘Building Forever’, the company’s commitment to ensure that every diamond they discover creates a lasting positive impact for the people and places where it is found. It was this message that 2Heads focused on when bringing their vision to life.

The Brief

De Beers appointed 2Heads as their official partner to deliver their show presence at the Jewellery & Gem World Expo Singapore. The premier diamond brand wanted to move away from dis-connected, enclosed and non-welcoming architecture to embrace an open and inviting showcasing a full De Beers offering. They wanted their Singapore environment to be seen in a new modern way with sustainable thinking at its heart to place intergrity behind the De Beers ‘Building Forever’ ethos.

The Solution

2Heads created an experience that had sustainability at the heart of the creative proposal. Using a refined yet elegant approach allowed us to deliver a unique experience with sustainability re-imagined:

• Eco friendly paints with zero solvents, VOC’s or metals
• The cardboard material used in this counter is a 100% recyclable and biodegradable
• The fabric print on the walls is a blend of recycled polyester from ocean waste
• Material made from large wood shavings OSB is made with resin that contains less formaldehyde than plywood, MDF and particle board
• Polycarbonate sheet fully recyclable at the end of its life is a cost-effective material easy to install and transport

The Results

A Lasting Partnership between Brand & Sustainability

By Placing the DeBeers ‘Building Forever’ ethos at the heart of their experience, DeBeers achieved something that no other brand achieved at the Singapore Gem & Jewellery show. They placed the provenance of their diamonds and their ethical practices at the core of their offering through content and imagery that told their story of how they partner with thriving communities, protect the natural world and are striving for equal opportunites.

To perfectly represent Building Forever 2030 goals as found here, DeBeers took important steps through collaboration and workshopping to evolve eco-concious solutions for their event presence. By embracing a design that utilises the principles of the circular economy and which can be built from recycable materials and reused for the future, DeBeer’s placed their Building Forever ambition at the centre of their short-term goals, and 2Heads are proud to be part of that journey.