Tuesday 1 November, Jaeger-LeCoultre hosted a full of life soirée within the coronary heart of Manhattan to have fun the opening of the Reverso 1931 Café. Taking its design cues from Artwork Deco, the Café pays homage to the Reverso – a timepiece created in 1931 and regarded an icon of Artwork Deco design; it additionally pays tribute to the Artwork Deco model that continues to be very evident to this present day within the visible panorama of New York Metropolis.
Brooklyn-based lettering artist Alex Trochut unveiled the brand new 1931 Alphabet specifically created for Jaeger-LeCoultre. Celebrated for the best way that he harnesses the visible potential of language to redefine typography, Alex turned to Artwork Deco as his stylistic springboard for the brand new lettering. “It’s an actual pleasure to collaborate with Jaeger-LeCoultre on this mission and reveal the brand new 1931 alphabet within the setting of the Reverso 1931 Café”,stated Alex.
In the course of the night, a DJ set was offered by 5-time Grammy profitable, Oscar profitable, director, writer and musician Ahmir “Questlove” Thompson, the drummer and band chief for The Roots who function the home band for The Tonight Present with Jimmy Fallon.
Additionally among the many friends was New York-based artist Michael Murphy, pioneer of the perceptual artwork motion. In 2021, marking the ninetieth anniversary of the Reverso, he created the set up Area Time, which transports its viewers by means of the three bodily dimensions of area and the fourth dimension of time. Each artists are collaborating with Jaeger-LeCoultre below the aegis of its Product of Makers programme – an ongoing sequence of collaborations with artists, designers and craftsmen from disciplines outdoors watchmaking, which explores and extends the dialogue that exists between horology and artwork.
The Reverso 1931 Café gives a set of pastries specifically designed by the Paris-based chef Nina Métayer – additionally an alumnus of Product of Makers – to echo the Artwork Deco aesthetic of the inside design, and that includes flavours from Switzerland’s Vallée de Joux, the house of Jaeger-LeCoultre.
The Reverso 1931 Café might be open at 729 Madison Avenue till Tuesday 22 November, then will turn into nomadic all through the town, making appearances in Soho and Bryant Park between November 25th and December 2nd.