LANGUAGE

GOURMETTE-CHAN ARCHIVE  2007–2008

Gourmette-chan

An archive of a story created for Dior Fine Jewelry.

Gourmette-chan was created for Dior Fine Jewelry’s “Gourmette de Dior” campaign by Victoire de Castellane, Artistic Director of Dior Joaillerie. The five sentiments embodied in the ring became five small stories, and in 2007 the project grew into a year-long global campaign. This digital archive preserves the original characters, drawings and ideas while adapting the picture-book experience for today’s screens.

Begin the story

A pink-roofed house and a green garden filled with lilies of the valleyThe lily-of-the-valley garden continuing across the right page

The whole story, from beginning to end

  1. ProloguePrologue

    Victoire-chan lives in a garden of lilies of the valley, where a small story is about to begin.

  2. La naissanceBirth

    A lily-of-the-valley baby meets a Gourmette, and Gourmette-chan is born.

  3. IDID

    Each Gourmette-chan carries a name and an individual number, a mark that belongs to no one else.

  4. Recto & versoFront & Back

    A story about the front and back of Gourmette-chan, and the charm held by both sides.

  5. Expression de soiSelf Expression

    Gourmette-chans in different colors and diamonds reveal their own ways of shining.

  6. UnisexeUnisex

    Meeting blue and red Gourmette-chans opens a story about the joy of choosing freely.

  7. ÉpilogueEpilogue

    After a day in the lily-of-the-valley garden, Victoire-chan settles down to sleep.

From the story to the real world

Dior.Gourmette-chan.com ring collection pageDior.Gourmette-chan.com ring detail page

A website connected to the boutiques

Dior.Gourmette-chan.com introduced the five meanings through the picture-book story. A ticket downloaded from the site could be taken to a boutique for a sticker, linking the online story to the store.

Dior boutique exterior during the Gourmette-chan campaign

In the boutiques

The campaign reached Dior boutiques around the world, turning the story into a place visitors could enter.

Gourmette-chan figures wearing Dior rings in a boutique display

Gourmette-chan meets the real rings

The figures displayed in the boutiques wore actual Gourmette rings, connecting the meanings in the story with the jewelry itself.

Tear-colored Gourmette-chan figure presented with the press kit

A tear-colored Gourmette-chan for the press kit

At the launch of the Gourmette-chan campaign, the newborn “tear-colored Gourmette-chan” was sent to members of the media.

Gourmette-chan ring holder given to customers who purchased a Gourmette ring

A ring holder given with the jewelry

Customers who purchased a Gourmette ring at a boutique received a Gourmette-chan ring holder.