On December 4, 2024, De Beers Group transformed the 21st floor of Glasshouse Chelsea into a modern sanctuary of luxury to unveil their new holiday campaign, “Forever Present”. Designed to celebrate the power of meaningful connections — romantic, familial, and platonic — the campaign reinforces the message that natural connections deserve natural diamonds.
A Modern, Immersive Luxury Experience
Over 100 guests, including press, influencers, and VIPs, were welcomed into a fully customized space, where every detail reflected the campaign’s emotional elegance. The walls were completely wrapped in rich shades of black and grey, accented with inspirational De Beers messaging that reinforced the brand’s identity.
The in-house lighting system, elevated by the expertise of RFC Productions, washed the room in ambient tones to create a space that felt both intimate and opulent.
Custom Brand Touchpoints
Two signature cocktails, each inspired by the evening’s theme, offered guests a moment of indulgence and sensory connection:
- Diamond on the Rocks: A bold twist on the classic Old Fashioned, crafted with Bourbon or Rye.
- Natural Passion: A refreshing, spiced mix of Tequila, Passion Fruit, fresh lime, and agave.
These thoughtful details, paired with small bites by Olivier Cheng Catering, underscored the evening’s message of refinement and authenticity. Olivier Cheng also provided professional staff who ensured flawless guest service throughout the evening.
A Moment of Awe
One of the most memorable highlights of the night was a live performance by the Young People’s Chorus of New York City, whose moving vocals added emotional depth to the already transportive atmosphere. Their performance brought the campaign’s theme to life — capturing the power of presence, emotion, and connection.
Vendors Who Delivered Elegance
The success of the event was made possible by a curated team of top-tier partners:
- RFC Productions: Lighting & AV
- Olivier Cheng Catering: Culinary & Staffing
- Simply Nia: Florals
- EACGS: Vinyl & Branding Installation
- Party Rental Ltd: Event Rentals
- Young People’s Chorus of NYC: Live Musical Performance
- BFA: Event Photography
A Perfect Match
The 21st floor of Glasshouse Chelsea, with its panoramic Manhattan views and flexible, high-design space, proved to be the ideal setting for De Beers’ message of timeless luxury. The combination of branding, immersive design, and top-level hospitality left guests speechless — a testament to both the brand's legacy and the venue’s capability to deliver extraordinary, meaningful experiences.
