A study in light and materiality
Architectural display design exploring light, materiality and precision for high jewellery presentation
REAFE STUDIO was invited to explore the initial design direction for De Beers, developing a series of highly detailed display concepts that reflect the precision, rarity and luminosity of the brand’s heritage. Working to architectural standards of presentation and material specification, the study focused on elevating the in-store jewellery experience through form, light and crafted detail.
Guided by an eight-point design approach, the concept phase examined the 4Cs, brand colour palette, materiality, light behaviour and the physical environment in which the displays would reside. The team investigated how light can reflect, refract and disperse across different surfaces—an approach inspired by Fresnel lenses, mirrored architecture, sculptural geometries and natural landscapes that echo the elemental origins of diamonds.
Material studies played a central role. Proposed metal finishes—including polished steel, champagne nickel and warm T22 tones—were selected to complement the natural spectrum found in diamond colouration. These were paired with premium velvets from Kvadrat, textural timbers such as Camel Thorn and white-stained oak, and refined ebony tones to create a coherent, elevated palette.
From early sketches through to architectural-grade concept renders, the resulting display system is calm, sculptural and deeply considered. Each element—whether a mid-height pad, neck form or mirrored back panel—is articulated with a level of detail consistent with high jewellery presentation. The forms are simple yet intelligent, allowing the diamonds to remain the focal point while the display architecture provides a quietly confident frame.
This initial concept stage establishes a strong foundation for further development across CAD, engineering and built prototypes, ensuring the final direction remains true to the crafted, contemporary and luxurious aesthetic synonymous with De Beers and REAFE STUDIO.
