Clean, the line "Silver Time" designed by Jean-Marie Massaud, reaffirms the timeless elegance of the brand.
Jean-Marie Massaud was the right man for Christofle to revolutionize the arts of the table. Thanks to him, the "Silver Time" collection naturally introduces luxury into everyday life.
In 2013, full housewives abandoned wedding lists. As for the silverware, it is now preferred mismatched ... Guarantors of a centuries-old tradition in goldsmithery, the large French houses that have taken time to integrate these major mutations are now working twice to regain a new clientele .
A few years ago, Christofle worked with the cream of the designers (Andrée Putman, Ora-Ito, Martin Szekely, Claudio Colucci ...) to renew itself, but this is the first time that this historical silversmith is considering a new typology of the arts of the table, intended for an international clientele (85% of Christofle's turnover is exported) and brought into the perennial collections of the brand.
The Christofle table of tomorrow
This revolution, she entrusted to Jean-Marie Massaud, whose holistic vision of the design and the approach engaged seduced the French house which entrusted to him the care to think the table Christofle of tomorrow. Chanter of lightness of forms and passionate about new technologies, Massaud confesses "to have immediately accepted this mission because I was certain to be able to work with this brand in living heritage in a progressive way and not conservative or statutory. It seemed urgent to offer an alternative within the Christofle collections, in order to meet the requirements, lifestyles and contemporary uses"says the designer, who now works mainly internationally.
Timeless objects according to Christofle
The initial brief was to design a cross-sectional collection that covers every moment of the day. "We started with brunch and all other forms of informal reception. From the beautiful silver teapot to the soup tureen to the tea or juice fountain ... The ambition was to offer supports for spontaneous and refined receptions, situations of today more natural. These objects had to be of quality and timeless", decrypts Anne Schuhmacher, director of communication of the goldsmith's house.
Nineteen silver coins make up this delicate collection. An ideal line for both extended breakfasts and an aperitif dinner. "We have been thinking of pieces that capture the era: cereal jars, coffee capsules, multi-function bread trays or sushi ... Parts that will find their place in open kitchens, adds Anne Schuhmacher. It is for us a real cultural revolution to go on this kind of terrain. There is less in the pageantry, more in the intimate. By simplifying life, this range makes it easier to enjoy everyday life."Extinguishing the constraints was also avoiding those related to the maintenance of silver coins whose oxidation remains problematic.La Maison Christofle has developed a technique of surface treatment of silver by bombardment of nanoparticles which guarantees an impeccable surface for several years The time to compose your own housewife of the 21st century ...
Christofle. 9, rue Royale, 75008. Tel. 01 55 27 99 00 and christofle.com