A Three-Dimensional Montage Depicts De Beers’ Diamond Narrative
Enter the De Beers flagship store in Paris and you will encounter artist Constantin Prozorov’s captivating work named The De Beers Story. Featuring his distinctive digital collage technique, the three-dimensional installation was revealed in January 2026 at the boutique situated on Rue de la Paix, a high-end shopping locale in the city.
De Beers has been closely associated with diamonds since its inception in 1888, a theme Prozorov embodies in his creation. As indicated by the title, it narrates a non-linear tale of the brand while remaining faithful to its heritage. “Working with De Beers London on the Heritage Wall, The De Beers Story, was a motivating experience that traversed heritage, culture, and creativity,” Prozorov tells My Modern Met. “I aimed to develop a piece that animates the House’s past in a contemporary, immersive, and emotionally impactful manner.”
The artwork presents a landscape filled with layered cut-out visuals. A tree and a diamond pendant stand out prominently as key features in the foreground. Behind the tree, symbols representing London are visible, which hosts one of the company’s main offices. Additional diamonds are dispersed throughout, accompanied by other significant motifs such as giraffes and the Eiffel Tower. All of these varied components come together to form a unique, somewhat disorienting image, evoking a dreamlike quality.
<p“Every individual element of the installation draws from a significant milestone in De Beers’ heritage,” Prozorov goes on, “ranging from iconic cultural moments like ‘A Diamond Is Forever’ and the ‘Four Cs’ to deeper commitments to conservation, responsibility, and their origins in South Africa and London.” The intentionally dreamlike atmosphere emphasizes the creativity and dedication required to excel in the industry. “My goal was to interweave these references into a surreal visual story where history and imagination could harmoniously coexist,” Prozorov articulates.
When observed from the front, the artwork seems to be a two-dimensional piece. However, if you view it from another angle, you’ll discover the sculptural features—such as the Eiffel Tower—are incorporated within a shadow box-like structure. “As my first physical installation,” the artist sums up, “the project held special significance for me; it allowed me to convert my digital collage style into a lasting sculptural expression for the very first time. Collaborating closely with De Beers and skilled European ateliers, I investigated the intersection of storytelling, craftsmanship, and visual art.”
The De Beers Story is currently on permanent exhibition at the De Beers flagship store in Paris.