Serge Laurent on Van Cleef & Arpels’ Dance Reflections and Legacy

VCA's Director of Dance & Cultural Programs, Serge Laurent, on how the maison's illustrious history continues to influence and change the world stage.

Photo: Courtesy of Van Cleef & Arpels

Because of the founders of the Maison and their love of elegance and movement, Van Cleef & Arpels has long entwined its creative legacy with the art of dance. The Maison's head of dance and cultural activities, Serge Laurent, is currently in charge of Dance Reflections, a vibrant cultural endeavor that carries on this tradition today.

In a private interview, Laurent talks about how the Maison's strong ties to dance influence its current cultural initiatives, such as assisting up-and-coming choreographers and showcasing avant-garde productions that unite classical traditions with new experiments.

Photo: Courtesy of Van Cleef & Arpels

Dancing has a long tradition at the maison. In what ways does Van Cleef & Arpels's rich history still inform its cultural activities today?

Serge Laurent (SL): I researched the maison's past when I first started working there and realized that any new project had to respect the founders' legacy. Our dance-focused program, Dance Reflections, is an extension of that narrative. Dance has always served as an inspiration for the maison, and with this project, we hope to support the industry.

The goal is to help up-and-coming artists by giving them the tools they need to improve their work. Crucially, we keep a clear separation between the choreographers we assist and our creative universe. This strategy guarantees that our support is sincere and unrelated to marketing our products. In addition to giving financial assistance, we work together as curators, offering a common vision for dance's development.

We currently provide yearly funding to over 20 dance companies in Europe, the Americas, and even China. To reach a wider audience, we also collaborate with organizations like the Esplanade. Since our launch three and a half years ago, we have cooperated with sixteen countries and fifty-seven institutions. It's a lively, active project.

In Dance Reflections, how do you strike a balance between the Maison's history and modern art?

SL: I take a comprehensive approach. Although my main area of interest is modern art, I recognize its historical foundations. Every new piece of art is the outcome of a development. We assist viewers in making the connection between the past and present by showing this continuum.

For instance, in their day, 19th-century classical ballets were seen as modern. Similarly, Nijinsky's introduction of avant-garde dance at the beginning of the 20th century was groundbreaking. Contemporary dance is but one more phase of this development today. We encourage viewers to try something new through our programming—not necessarily to like or loathe it, but to participate and investigate. Like all languages, art requires time to fully comprehend.

Photo: Courtesy of Van Cleef & Arpels

The show tonight combines aerial performance, extreme sports, and dance. What prompted this partnership?

SL: This performance is a perfect example of the diversity that Dance Reflections celebrates. The choreographer, Rachid Ouramdane, has a special talent for combining many disciplines and developing a new lexicon of movements. He brings new insights to dance by working with athletes and artists from a variety of backgrounds.

I'm intrigued by the concept of creating something new out of a common medium—the human body. There are countless possibilities in dance, and each artist adds to the lexicon of dance. For me, a piece's success is determined by whether it advances the dance language rather than by its aesthetic value.

Photo: Courtesy of Van Cleef & Arpels

You've collaborated with numerous choreographers and artists. What is the secret to establishing fruitful collaborations with them?

SL: Understanding and distributing the artist's work to audiences is the foundation of a good collaboration. As with Rachid, whom I've known for 20 years, relationships frequently grow over years. It has been great to watch his artistic development.

It's also critical to strike a balance between respect for well-known musicians and receptivity to fresh perspectives. Over time, my strategy—and even my vision—has changed. My appreciation of history has grown as a result of working with Van Cleef & Arpels, and this has now influenced my programming. To bridge the past and present, for example, our next festival in London will have pieces by George Balanchine and an American dance company.

In a short period of time, Dance Reflections has expanded considerably. What will happen to the initiative next?

SL: Presenting new works and growing relationships are the main goals of our ongoing journey. The London festival the following year will feature a fusion of modern and historical works, demonstrating our dedication to a comprehensive understanding of dance.

Furthermore, our objective is to enhance our involvement in areas such as Asia and the Americas, presenting a range of perspectives to viewers worldwide. We want to create an atmosphere where dance may continue to develop and flourish by helping both artists and organizations. This project aims to shape dance's future while honoring its history, not only raise money.