Van Cleef & Arpels has always been synonymous with elegance, craftsmanship, and an enduring connection to the arts. The French Maison has shared a special relationship with the Dubai Opera since 2016 and continues to deepen its connection with the performing arts in Dubai through this partnership. At the heart of this union is the Dance Reflections initiative, a global project by Van Cleef & Arpels aimed at supporting contemporary dance—a fitting reflection of the Maison’s love affair with the performing arts. The partnership between Van Cleef & Arpels and Dubai Opera is essentially a shared vision to elevate the cultural landscape of the Middle East, with a focus on dance, creativity, and engaging the local community in unforgettable experiences.
To further understand this partnership, we spoke to Alessandro Maffi, President of Van Cleef & Arpels, Middle East and India and Paolo Petrocelli, Head of Dubai Opera.
Scroll down to read our interview with Alessandro Maffi.
Why did Van Cleef & Arpels choose to partner with Dubai Opera?
In 2016, we recognized the significance of Dubai Opera as it introduced a stage of global standards for the performing arts to the UAE. As primary sponsors, we aligned our support with a focus on dance and ballet—a discipline deeply entwined with the history of our Maison since the early 20th century. This partnership underscores our dedication to fostering the arts and nurturing a space that celebrates creativity and artistic expression.
How does Van Cleef & Arpels aim to engage the local community through this partnership?
Our commitment to Dubai Opera extends beyond sponsorship; it is embodied in the creation of Les Salons Van Cleef & Arpels on the Opera Plaza. This elegant space, free from sales counters, is designed to welcome our clients with an ambiance of exclusivity and warmth. Prior to each performance, we invite our guests to gather, enjoy a cocktail, and experience our creations firsthand. Over the years, we have hosted our clients and friends of the Maison at Dubai Opera, offering curated introductions to classical arts and special access to rehearsals and events within this inspiring venue.
What are your thoughts on the evolving cultural scene in the Middle East, and how do you see this partnership playing a role in that transformation?
The region’s dynamic cultural landscape has flourished with the establishment of Dubai Opera, a world-class stage for celebrated performances. We observe a growing enthusiasm for live experiences across all demographics, including a notably young audience. Through our partnership, we aim to nurture this interest in dance and ballet, thereby contributing to a cultural foundation that supports future generations. Our shared commitment with Dubai Opera brings a minimum of four major ballet performances each season, including this October’s presentation of Romeo & Juliet by LA Dance Project under the esteemed direction of Benjamin Millepied.
Could you share any exclusive insights into how Van Cleef & Arpels plans to further support the arts in the region, particularly through partnerships like this one?
One of our most comprehensive initiatives, Dance Reflections by Van Cleef & Arpels, was introduced
globally in 2020 to champion modern and contemporary dance. In the Middle East, this vision has
materialized through our partnership with The Arts Center at NYU Abu Dhabi, now in its third season with an ever-growing audience. Dance Reflections embodies our dedication to creation, transmission, and education in the realm of contemporary dance, offering choreographers a platform to showcase their work and engage with audiences through discussions, workshops, and master classes.
What elements of the Giselle performance resonate most with Van Cleef & Arpels’ values?
Giselle is a timeless love story, reflective of the romantic origins of our Maison, founded by Alfred Van
Cleef and Estelle Arpels in 1906. This narrative of love and artistry resonates profoundly with our values,
and as we approach our 120th anniversary, it is fitting to celebrate our heritage with a ballet that captures
such enduring beauty and grace.
In your view, what makes Giselle the perfect opening performance for the season?
Giselle holds a distinguished place within the classical ballet repertoire, captivating audiences since the
19th century with its ethereal charm. Welcoming this production, performed by the esteemed Polish
National Opera’s ballet and orchestra, sets a grand tone for the season—a true gala experience befitting
Dubai Opera’s commitment to world-class art and our dedication to enriching the cultural tapestry of the
Middle East.
Scroll down to read our interview with Paolo Petrocelli.
What drew Dubai Opera to partner with Van Cleef & Arpels, and how does their involvement enhance the cultural experience you aim to create?
Dubai Opera has always sought to align itself with partners that share a commitment to excellence, creativity, and cultural enrichment. Van Cleef & Arpels, with its rich heritage and dedication to craftsmanship, embodies these values perfectly. Their involvement goes beyond a typical sponsorship; it’s a collaboration that enhances the cultural experience we offer by infusing the elegance, artistry, and timeless beauty of the Maison into our performances. This partnership elevates our events to an even higher level, making each moment at Dubai Opera truly unforgettable.
What is your vision for this partnership between Dubai Opera and Van Cleef & Arpels?
My vision for this partnership is to create a unique fusion of performing arts and fine craftsmanship, where the elegance of opera and ballet meets the artistic expression found in high jewelry. Together, we aim to create cultural experiences that resonate deeply with our audience, blending artistic disciplines in ways that inspire and captivate. This collaboration is about celebrating the intersection of music, dance, and the exquisite artistry of Van Cleef & Arpels, offering our patrons an enriched, multi-dimensional experience that goes beyond a traditional performance.
Dubai Opera is known for bringing global performances to the region. How does partnering with a luxury Maison like Van Cleef & Arpels enhance the opera’s offerings for the Middle Eastern audience?
Partnering with a prestigious luxury Maison like Van Cleef & Arpels allows us to tap into a shared ethos of elegance, refinement, and creativity, which strongly resonates with the Middle Eastern audience. This region has a deep appreciation for both cultural heritage and contemporary luxury, and Van Cleef & Arpels embodies both aspects beautifully. By collaborating with them, we are able to offer our audience not only world-class performances but also an enriched cultural narrative that speaks to the sophistication and artistic sensibility of the Middle East.
How do you believe this partnership will help foster a deeper appreciation for the arts among Dubai’s diverse audience?
This partnership with Van Cleef & Arpels will help us engage with a broader audience by merging the worlds of high culture and fine jewelry, creating a bridge between different forms of artistic expression. Our goal is to introduce more people to the beauty of opera, ballet, and classical music in a way that feels fresh and relevant. Through this collaboration, we hope to spark curiosity and passion for the arts, encouraging a deeper understanding and appreciation among Dubai’s diverse and culturally rich community.
In your view, what makes Giselle the perfect opening performance for the season?
Giselle is one of the most beloved ballets of all time, known for its emotional depth, romantic narrative, and stunning choreography. It serves as the perfect opening performance because it embodies the timeless beauty and dramatic intensity that we strive to bring to our stage. The story of Giselle—its passion, tragedy, and ethereal grace—resonates with audiences of all backgrounds. It sets the tone for a season filled with captivating performances, showcasing our commitment to presenting the highest level of artistic excellence at Dubai Opera.
ALSO READ: VAN CLEEF & ARPELS AND THE DUBAI OPERA BRING ‘GISELLE’ TO OPEN THE 2024-2025 SEASON.
