Van Cleef & Arpels has long intertwined its creative heritage with the art of dance, a relationship that dates back to the maison’s founders and their shared passion for movement and grace. Today, this legacy flourishes through Dance Reflections, a dynamic cultural initiative currently helmed by Serge Laurent, the maison’s Director of Dance & Cultural Programs.
In an intimate interview with GRAZIA Singapore, Laurent discusses how the maison’s deep connection to dance shapes its modern cultural endeavours, from supporting emerging choreographers to presenting innovative performances that bridge the gap between classical traditions and contemporary explorations.
GRAZIA Singapore: The Maison has a long-standing history with dance. How does this rich heritage continue to influence Van Cleef & Arpels’ cultural initiatives today?
Serge Laurent (SL): When I joined the Maison, I delved into its history, understanding that any new initiative must align with the legacy of its founders. Dance Reflections, our program dedicated to dance, is a continuation of that story. The Maison has always been inspired by dance, and through this initiative, we aim to give back to the field.
The focus is on supporting young artists by providing them with resources to develop their work. Importantly, we maintain a distinction between our creative universe and the choreographers we support. This approach ensures that our backing is genuine, not tied to promoting our creations. Beyond financial support, we collaborate on a curatorial level, providing a shared vision for the evolution of dance.
Currently, we support about 20 dance companies annually across Europe, the Americas, and even China. We also work with institutions like the Esplanade to bring these works to broader audiences. Since launching three and a half years ago, we’ve partnered with 57 institutions across 16 countries. It’s a vibrant, dynamic initiative.
GS: How do you balance the Maison’s heritage with contemporary art in Dance Reflections?
SL: My approach is holistic. While contemporary art is my primary focus, I acknowledge its roots in history. Every new work is the result of an evolution. By presenting this continuum, we help audiences connect the dots between past and present.
For example, classical ballets of the 19th century were considered contemporary in their time. Likewise, when Nijinsky debuted avant-garde choreography in the early 20th century, it was revolutionary. Today, contemporary dance is just another chapter in this evolution. Through our programming, we invite audiences to experience something new, not necessarily to like or dislike but to engage and explore. Art is a language, and like any language, it takes time to understand.
GS: Tonight’s performance blends dance, extreme sports, and aerial performance. What inspired this collaboration?
SL: This performance exemplifies the diversity we celebrate in Dance Reflections. Rachid Ouramdane, the choreographer, has a unique ability to merge disciplines and create a new movement vocabulary. He collaborates with athletes and performers from diverse backgrounds, bringing fresh perspectives to dance.
This idea of inventing something new from a shared medium — the human body — fascinates me. Dance has endless possibilities, and every artist contributes to enriching its vocabulary. For me, the measure of success is not whether a piece is beautiful but whether it adds to the language of dance.
GS: You’ve worked with many artists and choreographers. What is the key to building meaningful partnerships with them?
SL: The essence of a meaningful partnership lies in understanding and sharing the artist’s work with audiences. Relationships often develop over years, as with Rachid, whom I’ve known for 20 years. Observing his artistic evolution has been rewarding.
It’s also crucial to balance admiration for established artists with openness to new voices. My approach, and even my vision, has evolved over time. Working with Van Cleef & Arpels has deepened my appreciation for history, which now influences my programming. For instance, our upcoming festival in London will feature works from an American dance company alongside pieces by George Balanchine, bridging the past and present.
GS: Dance Reflections has grown significantly in just a few years. What’s next for the initiative?
SL: Our journey continues with a focus on expanding partnerships and presenting new works. Next year’s festival in London will showcase a blend of historical and contemporary pieces, reflecting our commitment to a holistic view of dance.
Additionally, we aim to deepen our engagement in regions like Asia and the Americas, bringing diverse voices to global audiences. By supporting both artists and institutions, we hope to foster an environment where dance continues to evolve and thrive. This initiative is not just about funding; it’s about shaping the future of dance with a respect for its past.
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