Boucheron, the luxury French jewelry brand, and PPR are celebrating the environmental awareness documentary, Home, with a gold cube to be auctioned on eBay to benefit the Initiative for Responsible Mining Assurance. Directed by Yann Arthus-Bertrand, the film, which consists of images from around the world, is intended to illustrate the interconnectedness of life and how humans are threatening the ecological balance of the globe; while Boucheron’s The Magnetic Quatre, comprised of four types of gold to represent the earth’s four elements – fire, air, water and earth – is designed to mimic that same message.
Boucheron’s effort both to raise environmental awareness and make it luxurious should be applauded, even if it seems a bit hypocritical to promote an uber-luxury product as eco-friendly… I guess if you’re in the market for a gold cube, better for your purchase to benefit the environment than not… Not in the market for such a cube? A ticket to the film is probably a better bet.
Home premieres June 5th, Home-2009.com
The Magnetic Quatre eBay auction benefiting the Initiative for Responsible Mining Assurance, June 6th to June 13th, at boucheron.com