De Beers has partnered with Frieze Masters to present an immersive installation titled 'Voyage Through the Diamond Realm,' showcasing diamonds that date back 3.5 billion years. The display, curated by Lynn Serfaty of De Beers, features a 20-minute film exploring the myths, history, and science of diamonds, along with a commissioned sculpture from Botswana craftspeople using uncut diamonds and ostrich eggshells. This marks De Beers' first presentation at an art fair.
The collaboration matters because it bridges the worlds of luxury commodities and fine art, reframing diamonds as 'natural works of art' with deep geological and cultural significance. By placing diamonds alongside ancient artifacts at Frieze Masters, De Beers aims to remind audiences of the stones' artistic and historical dimensions beyond their commercial value, potentially opening new avenues for corporate partnerships in the art world.