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HELENE HELLEU
set + production design                                                                

BY WAY OF POP UP2025
Experiential Design _ Brooklyn

CLIENT
By Way OfFLORAL DESIGN
Aleyna FitzGeraldSET DESIGN
Helene Helleu The space was wrapped in vertical sheets of tracing paper punctuated by small red tape marks, intentionally wrinkled and layered to create a subtle, volumetric surface that brought depth and light diffusion to the room. The result was a soft shell — crinkled, semi-translucent, and organic — surrounding a material composition of display elements in deliberate contrast.

Jewelry pieces were presented on a series of pink foam forms, lacquered red trays, and cold steel sheets, creating a nuanced dialogue between surface and object. Each material was chosen not only for texture but for how it framed and responded to the jewelry’s scale and finish. The addition of vivid floral compositions by Aleyna FitzGerald inserted the organic into the otherwise highly constructed spatial language.

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