Part of the Kering Group, Maison Boucheron opened its first boutique on Madison Avenue in New York in early September.
To celebrate its 160th anniversary in 2018, Boucheron spent a dizzying sum renovating its flagship Place Vendôme store, located in the Hôtel de Nocé built in 1717. The magnificent result has become a blueprint in the jewelry world. Boucheron’s aim was not just to rejuvenate and transform its boutique, but to bestow this French architectural gem with the charm of a ‘house’ where customers could be welcomed in as friends, harking back to when the jeweler first set up shop there in 1893. And the gamble paid off. Its Parisian architecture – divided into apartments themselves composed of a series of salons – has largely inspired the style of Boucheron boutiques, which feature parquet floors, moldings, fireplaces and marble, all in an Art Deco style that really makes them stand out. More importantly, each room tells a Boucheron story. It was this deep sense of identity that Boucheron wanted to give to its New York boutique.
Boucheron crosses the Atlantic
While unable to reproduce the enchanting 18th-century architecture, the Madison Avenue boutique is largely inspired by the Maison’s ‘family spirit’.
Inviting round tables bring together customers and consultants across a 362 m2 space, while custom-made furniture and contemporary works of art add character. The Art Deco style so dear to the Maison – a movement whose artistic and architectural influence shaped the city of New York – takes on American accents in the Madison Avenue boutique.
The green-lacquered wooden chest of drawers in the Vendôme boutique’s entrance – one of several nods to the Maison’s style – has come to New York, this time in the shape of an emerald. Featured on its logo, this emerald is part of Boucheron’s DNA, but it is above all a reference to the shape of Place Vendôme as seen from the sky. Visitors are welcomed by another imposing emerald made entirely of glass and metal that dominates the boutique’s façade.
View of Place Vendôme
The VIP area of the Madison Avenue boutique transports customers into the atmosphere of 26V, Boucheron’s private apartment in Paris, which offers a breathtaking view of Place Vendôme. Comprising a library, lounge, dining room, bedroom and bathroom, the New York space invites friends of the Maison to enjoy an unforgettable stay. A digital animation in the form of three windows offers Madison boutique customers a view of Place Vendôme from the Salon des Lumière, while the VIP area also incorporates other features of the Salon des Lumières at 26 Place Vendôme, such as white moldings, a fireplace and smoked mirrors. It is a magnificent immersion in the jeweler’s Parisian heritage that will delight American customers.
Reinvigorating the brand image
Until now, Boucheron creations have been distributed in department stores in the US. This will continue to be the case, though Boucheron plans to begin distributing on a larger scale, with a new boutique every 6 months starting in Las Vegas, Los Angeles and then Miami. The aim is to focus on an ultra-wealthy clientele (HNWI – High Net Worth Individuals), who make up 20% of the happy few but 70% of luxury spending, according to Le Figaro. After prioritizing the development of its Asian markets (Japan and China), Boucheron now has its sights set on the US, with a well-established brand image that nevertheless needs reinforcing. Boucheron’s disruptive Carte Blanche de la Maison collections clearly have a strong chance of piquing the interest of an American clientele always on the lookout for new frontiers, including in jewelry.
