Branding Moments: Remodeling With Branded Camouflage in Beverly Hills

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Services for Real Estate Pros with Napa Consultants

In May of 2012 we wrote a post about Van Cleef & Arpels remodeling their corner store on Rodeo Drive and Dayton Drive in Beverly Hills. Pictured above is the camouflage with the branding then. 

The city requires that during the remodeling process, that the store owners create an attractive façade.  This is an opportunity to keep the brand alive and to let customers also know that they can shop during this time.

Almost seven years later, Van Cleef & Arpels is remodeling again, and here is their newest look. In our opinion it is in keeping with their brand signal of classic jewelry.  The brand is known for its signature mystery settings where the prongs are concealed. 

 

Van Cleef & Arpels was founded in 1906 in the Place Vendome in Paris.  Their iconic clients are legendary: the Duchess of Windsor, Barbara Hutton, Grace Kelly, Maria Callas, and Elizabeth Taylor.  Their remodel facade in 2019 is subtle and understated like their mystery settings.

 

We are looking forward to the big reveal, and will share the results with our readers when the temporary façade is removed. 

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Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN LESS THAN 30 SECONDS?

 

ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in less than 30 seconds?

Watch the video above to see and hear how we do it. 

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Rainmaker
2,933,125
Nina Hollander
Coldwell Banker Residential Brokerage - Charlotte, NC
Your Charlotte/Ballantyne/Waxhaw/Fort Mill Realtor

I will be counting on you, Alexandra, to show us the big Van Cleef & Arpels reveal when the latest renovation is complete. I've always enjoyed seeing their windows in whatever city they are in.

Apr 17, 2019 06:18 AM #5
Rainmaker
2,453,401
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

CONGRATULATIONS Ron and Alexandra, on having this blog FEATURED in the Old Farts Club group!  

Apr 17, 2019 06:18 AM #6
Rainmaker
5,214,607
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

I hope some of their jewelry will be included in your anniversary gifts.

Apr 17, 2019 07:22 AM #7
Rainmaker
2,412,109
Brian England
Arizona Focus Realty - Gilbert, AZ
MBA, GRI, REALTOR® Real Estate in East Valley AZ

Looks like it should be really nice!  I would be scared to walk into such a store, I am certain that I would not be able to afford anything within it, haha.

Apr 17, 2019 07:32 AM #8
Ambassador
1,789,084
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

If the update is anything close to the current facade, it will be a stunner. Looking forward to the big reveal. 

Apr 17, 2019 08:01 AM #9
Rainmaker
1,550,960
Bob "RealMan" Timm
Ward County Notary Services - Minot, ND
Owner of Ward Co. Notary Services, retired Realtor

In all honesty Ron and Alexandra Seigel I like the windows better.

Apr 17, 2019 08:12 AM #10
Rainmaker
1,369,458
Jeffrey DiMuria 321.223.6253 Waves Realty
Waves Realty - Melbourne, FL
Florida Space Coast Homes

Very cool, and it makes you wonder what the new look will be inside!

Apr 17, 2019 11:42 AM #11
Rainmaker
925,594
Ron Marshall
Marshall Enterprises - Saint Michael, MN
Birdhouse Builder Extraordinaire

I actually remember your original post!  What a coincidence.  I am glad that they put up such an original and classy facade. 

Apr 17, 2019 11:43 AM #12
Ambassador
3,744,155
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Hi Ron and Alexandra- I love reveals like this one. Mizner Park had one many years ago when it opened and it attracted a lot of attention. 

Apr 17, 2019 05:55 PM #13
Rainmaker
4,271,926
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat I think the French will make sure that Notre Dame will be restored to its former glory.  Yesterday, I read that ove 600 million Euros has been pledged to the restoration.  A

Apr 18, 2019 12:03 PM #14
Rainmaker
4,271,926
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat   Thank you for the feature.  It is always appreciated.  A

Apr 18, 2019 12:04 PM #15
Rainmaker
4,271,926
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Ron Marshall Last time, one could barely tell what was new, and I did not get the chance to go in.  We are usually in town very early and leave before the stores open on appointments.  A

Apr 18, 2019 12:05 PM #16
Rainmaker
4,271,926
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib we look forward to the results and we hope it will be remarkable. A

Apr 18, 2019 12:06 PM #17
Rainmaker
4,271,926
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jeffrey DiMuria 321.223.6253 Waves Realty I will make a point of going in when the store reopens and share with all.  A

Apr 18, 2019 12:07 PM #18
Rainmaker
4,271,926
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Bob "RealMan" Timm  actually, this camouflage will be down, and they will have window displays...this is just for a few months while the remodeling is happening. A

Apr 18, 2019 12:08 PM #19
Rainmaker
4,271,926
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debb Janes EcoBroker and Bernie Stea JD one of our clients and her daughters love Van Cleef & Arpels...For the price of one pair of earrings, we can travel First Class the two of us to Paris, and I woud rather do that, but heck, that is just my opinion.  A

Apr 18, 2019 12:10 PM #20
Rainmaker
4,271,926
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Brian England you remind me of a client's husband who would not walk into Neiman Marcus.  You are good enough for any store regardless of your ability to buy.  A

Apr 18, 2019 12:12 PM #21
Rainmaker
4,271,926
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Roy Kelley like I told Debb Janes EcoBroker and Bernie Stea JD I would rather go on a First Class trip and learn a lot of new stuff, have great experiences for our anniversary.  A

Apr 18, 2019 12:13 PM #22
Rainmaker
4,271,926
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Nina Hollander The windows are emptied before closing every day.  We are often gone before they replenish their windows on an appointment.  Maybe next time they do the reveal, we will be sure to stay or wind back to take a look.  A

Apr 18, 2019 12:15 PM #23
Rainmaker
4,271,926
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Barbara Todaro Beverly Hills has standards.  We had to buy a permit for our real estate signs  (one for each) when we had them there.  I think it is a good policy to maintain the standards of luxury they are known for.  A

Apr 18, 2019 12:17 PM #24
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