Boucheron Unveils New Flagship Boutique in The Dubai Mall
The storied high jewellery house has a dashing new store in The Dubai Mall – a tangible expression of its sophisticated, classical Parisian aesthetic
A store is seen as an extension of a brand’s essence; a portal into its imagined world, as it were. And in an increasingly globalised retail landscape, the inauguration of international outposts is essential to carrying forward the legacies of historic luxury fashion and high jewellery houses. Boucheron‘s new boutique in The Dubai Mall has been designed for the exact purpose of giving its global clientele the opportunity to engage with the product and to immerse themselves in the special shopping experience that the high-jeweller provides.
Bright, warm and colourful, with contemporary touches, the store is highly expressive of the brand’s signature elegant, yet bold feminine aesthetic. Entering the store is a multisensory experience. Everything, down to the plush furniture, the black metal framing on the walls and the moulded dark marble appliqué has been carefully considered in an effort to authentically, yet indirectly mirror the house’s storied Hôtel Particulier on Place Vendôme in Paris.
Making a jewellery purchase is an emotional, memorable and deeply personal experience and the warm, elevated interior befits the intentional purpose of the space.
The store also includes a VIP lounge, which is an ode to the house’s enduring connection to the beauty of the natural world. The walls feature photographs and sketches of timeless Boucheron pieces, such as the Question Mark necklace (first designed in 1879) and the Fleurs Éternelles rings, which have all been inspired by flowers and plants.
Since becoming the creative director of the house in 2011, Claire Choisne has consistently reinvented some of the house’s most enduring collections, such as Animaux de Collection and Serpent Bohème, which are both on display at the store along with its most recent lines including the Histoire de Style, Art Déco and Carte Blanche and Contemplation.
With its elevated aesthetic and quintessentially Parisian flare, the store is sure to appeal to the cultivated taste of its discerning clientele.
For more information, please visit boucheron.com
Images supplied by Boucheron