Adelle Universe 2024 Celebrates 11 Years with Fashion Show

Adelle Jewellery proudly launched Adelle Universe, a nationwide event from October to December 2024 to celebrate its 11th anniversary. The celebration travels across cities, like Bekasi, Bandung, and Palembang with major showcases in Jakarta, Surabaya, and Medan’s main atriums. Carrying the theme Adelle Universe, the event is divided into two imaginative realms: Land and Sea.

An Immersive Experience in Jakarta

From November 20 to 24, Adelle Universe dazzled Jakarta at Central Park with stunning jewelry and interactive technology. Visitors entered the Explorers Cockpit (a space journey simulation guided by Dexton), a rocket pilot in the Adelle Universe. This mission invited guests to search for the Eternal Flame diamond through immersive storytelling and space-themed interaction.

In the Land & Sea Discovery zone, guests saw new collections, including the Goddess of the Sea, using LED and projection mapping. Land Collection pieces like Mon Chérie, Ivy, and Wheat Field reflected feminine elegance, strength, and heritage.

Diamonds, Games, and Galactic Selfies

At the Diamond Cave, visitors selected diamonds based on Eternal Flame parameters and scanned them using barcodes for more insights. Winners of this mission received regular blind boxes, including a chance to win a gold bracelet from Adelle. The Snapshot Station offered AI-generated photos of guests in space suits, capturing memories from the Adelle Universe journey. Nearby, the Mission Game Zone featured claw machines where players could win exclusive merchandise from Adelle and partners.

Jewelry and Fashion in Harmony

To begin the event, Wiki Wu presented a fashion show featuring his ocean-inspired Tides collection. Furthermore, he stitched each garment directly with Adelle’s Goddess of the Sea pieces, merging fashion and jewelry into one artistic vision. Finally, Live Mannequin sessions brought guests closer to the designs, making the experience feel more intimate and visually elegant.

Culinary Surprises and Exclusive Rewards

Adelle collaborated with Monsieur Spoon to create mystery menus, only revealed after ordering during the event. Guests purchasing two special menus had a chance to win a gold or diamond pendant as a grand prize. Other exciting offers included exclusive Mystery Boxes containing iPhone 16 Pro, Dyson Airwrap, and luxury vacations to Club Med Maldives.

Honoring Loyalty and Giving Back

In addition, Adelle enhanced its Royalty Member program with benefits like airport VIP services, MAP Club vouchers, and spa treatments. At the same time, as part of its CSR program, Adelle partnered with Happy Hearts Indonesia to build a school library in Sumba. Ultimately, the initiative reflects Adelle’s ongoing commitment to education, empowerment, and making beauty meaningful beyond luxury.

ASA was honoured to handle the media relations for Adelle Universe Jakarta in celebration of 11 years of Adelle Jewellery. We gathered our media partner friends to share in this milestone celebration, ensuring smooth media handling and meaningful engagement that highlighted Adelle Jewellery’s brilliance and enduring presence in the Indonesian jewellery industry.