De Beers has partnered with Frieze Masters to present an immersive installation titled 'Voyage Through the Diamond Realm' at the art fair in London. The display features diamonds dating back 3.5 billion years, alongside a film exploring the myths, history, and science of diamonds, and a sculpture commissioned from craftspeople in Botswana using uncut diamonds and ostrich eggshell. Lynn Serfaty of De Beers curated the installation, which marks the company's first presentation at an art fair.
The collaboration matters because it bridges the worlds of natural history, luxury, and contemporary art, reframing diamonds as ancient natural artworks rather than mere status symbols. By placing diamonds alongside millennia-old antiquities and fossils at Frieze Masters, De Beers aims to remind audiences of the deep geological and cultural significance of the stones, potentially opening new avenues for corporate-art fair partnerships.