Atelier VM, the Milan-based jewelry brand, is mounting an exhibition, publishing a book and introducing 3-karat gold to mark its 25th anniversary.
brand back in the late ’90s, they’d start talking about their personal lives and friendship cemented in high school.
“This milestone has represented an opportunity to look back at our history… Atelier VM wasn’t born as a traditional brand, it speaks to our personal stories, it developed by stages, it didn’t come from a deliberate plan,” said Caffarelli, a trained goldsmith. The bracelet — “like a tattoo made of gold, a durable, shining, beautiful and high-end material,” as Naj-Oleari put it — came with a dedicated tagline, “the perfect closure is no closure,” suggesting the duo’s marketing acumen.
The exhibit combines memorabilia of different kinds, from early ad campaigns lensed by Naj-Oleari’s brother Francesco Nazardo and imagery by photographers Fabrizio Ruffo and Nicola de Rosa to displays of signature jewelry pieces and cabinets or art installations Atelier VM has always scattered in its stores, including sculptures by Flaminia Veronesi and artworks by duo Goldschmied & Chiari, as well as video content by filmmakers Alberto Caffarelli and Matteo Erenbourg, of the Alterazioni...
“It’s a retrospective filled with the entire history of Atelier VM, but we want to maintain a forward-looking approach,” Caffarelli said.
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