To have fun the launch of Laings’ newly refurbished Cardiff showroom which has now greater than trebled in measurement, Laings stationed a unprecedented 8ft-high diamond sculpture on the Hayes, St David’s Cardiff. Produced by celeb florist and main visible artist, Larry Walshe, the diamond sculpture was created in geometric faceted mirror and adorned with a navy-blue floral base.
Suspended on high of a 2ft tall Laings branded plinth and between a 2ft mattress of lovely navy hydrangeas, the 4ft excessive and 4ft extensive diamond rounded out a complete 8ft of the activation. This towered above these strolling by way of the road, offering sturdy visibility even within the distance.
The architectural construction lower by way of the bustle of The Hayes and captured the eye of the general public, who have been curious to study extra about its that means. Coming alive at evening with stage lighting, the sculpture impressed the night economic system of Cardiff’s vibrant group by refracting gentle from the mirrored panels. These on nights out and restaurant goers posed with the activation and shared their photographs with pals through social media.
Laings additionally held a contest for the perfect picture of the diamond sculpture posted alongside the hashtag #TheLaingsDiamond on Instagram, with the prospect to win a diamond necklace value over £1,000 as the highest prize and champagne diamond masterclass periods for 3 runners up.
Sally Pearson, Advertising and marketing Director at Laings, says:
“To launch our expanded new Cardiff showroom, we knew we needed to do one thing spectacular. We wished to extend our model presence in Cardiff, the place Laings was formally generally known as Parkhouse, to take centre stage and personal our place as essentially the most prestigious jeweller within the metropolis. Diamonds are what we do finest at Laings, so we thought – what higher option to pay homage to over 180 years of historical past with diamonds than an 8ft-high sculpture of 1?”
Visible artist Larry Walshe, says:
“We liked creating this massive and spectacular sculpture for Laings. Taking its model values and weaving these right into a faceted mirror sculpture, the diamond refracted snippets of the native setting and structure to create a way of group while on the identical time, celebrating the luxurious and prestigious nature of the corporate. Florals in Laings blue additional enhanced the model message in essentially the most stunning manner potential.”
The Laings Diamond will now embark on a roadshow throughout Laings’ key cities over the subsequent two years, turning into an integral a part of its marketing campaign technique. Future iterations of the sculpture will see it nuanced, whereas remaining true to its authentic eye-catching design.