Jasmina Jovy Jewelery: Showroom PR Event

In order to announce the opening of a showroom for the jewellery designer Jasmina Jovy at the Pforzheim office building “Kollmar & Jourdan”, as well as to revitalise a district and at the same time collect money or a charitable purpose, a multifaceted and effective façade installation was created. In accordance with a directorial idea by Steffen Vetterle, the windows of the iconic office building were veiled with gold foil with the help of volunteers. By the time of the opening on 5/14/2022, the façade was given a distinctive golden sheen over three floors.

“Gold” and its brilliance were critically questioned in the self-proclaimed gold town of Pforzheim: The gold foil, which turns out to be a conventional rescue blanket, does not only represent obvious glamour and luxury in the artistic concept. A rescue blanket normally serves the purpose of protecting people in an emergency. It evokes all refugees – on this evening and in the current context of Ukraine.

The publicly effective pro bono campaign by all those involved, together with the exhibition and evening event, was designed to bring a variety of people together after the coronavirus period, to gather donations and not least to revitalise the district and communicate it as a new creative hub.

The gold foil of the installation was being converted into bags later by the Pforzheim fashion designer Monika Markert. These were being used in the showroom opening as goodie bags and are available for purchase.