A collection by Big-game for +41


Elric Petit, Augustin Scott de Martinville and Grégoire Jeanmonod met at ECAL, in Lausanne. Respectively Belgian, French and Swiss, they developed a common approach and soon they formed a close team. Big-game was created in June 2004.

After the success of their first collection “HERITAGE IN PROGRESS” in 2005, Big-game is back with a new collection presented at the Köln imm fair in 2006.

Once again, the members of Big-game surprise us by creating a series of objects for +41, a young Swiss fashion brand with a stellar reputation amongst the connoisseurs.

NEW RICH: mass products meet luxury

In their latest collection, Big-game questions the meaning of accessories and offers new alternatives to jewellery. This series of objects entitled “NEW RICH” results from the confrontation between mass products and luxury.

When gold replaces plastic, democratic and functional objects become exclusive in a subtle way.

We’ve picked standard, universal products, and replaced a part of each object by an equivalent in gold”, explains Elric Petit. “We love the shrewd blend between the down-to-earth functionalism of mass-products and the ultimate precious material: gold

The scenography of Big-game’s exhibition in Köln reflects this ambiguity as it is inspired by black-market peddlers. The black suitcase that serves as a display stand for the objects is regularly carried around the fair grounds to meet visitors.

Why buy a luxury lighter when you can have a deluxe BIC lighter?” asks Grégoire Jeanmonod.

Pimp your Bic pen, Apple headphones, Bic lighter, Swatch watch, brummagem jewellery and drawing pins with the “New Rich” collection!


1. BIC PEN The BIC ball-point pen is an icon of democratic design. ?We love the cap? explains Augustin Scott de Martinville, ?it?s such a strong recognition factor?. Big-game?s version of the pen has a golden cap and ? as it emerges from the pocket of its owner ? becomes a jewel mocking luxury pen.

2. BIC LIGHTER Playing with the tradition of lighters being luxury objects, Big-game exchanges the BIC lighter?s plastic push-button with a golden one. This well thought mass-product becomes exclusive while staying functional.

3. APPLE HEADPHONES Over the last few years, the white Apple headphones have become an archetype. Here, Big-game replaces the plastic component holding together the two earphones by a golden one. This part thus becomes a pendant.

4. PUSH PIN Using push pins is the simplest way to fix something on the wall. Why choose a complicated solution in the name of luxury? A golden push pin will do!

5. SWATCH WATCH The Swatch has democratised watches as it offered a reliable and affordable alternative to luxurious timepieces. Here, Big-game substitutes a simple loop on the wristband by a golden version, making the object exclusive.


6. PRICE TAG A plastic piece of jewellery can have some true qualities but will always suffer from a mediocre image. With the golden price tag, it suddenly becomes a truly valuable object! Pictures: DIY

new rich - When gold replaced plastic

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