The new Boucheron New Bond Street London flagship

The Place Vendôme location in Paris was chosen by Frédéric Boucheron because it received the most sunlight in its windows; and thus better showcased the brilliance and size of his stones. It was in 1903 that Boucheron decided to open his first New Bond Street location to bring a bit of his Place Vendôme to London. This year’s renovations were undertaken with the same zeal revealing a new luminosity and modernity to its exterior and its interior presentation spaces that echo those of its sister flagship in Paris. It is the evolution of a concept that in the near future may continue to enhance other Boucheron flagships worldwide.

The façade of the building encompassing New Bond Street and Grafton Street has been entirely resurfaced with a lighter more luminous marble, slightly veined in appearance that resembles the warm stones of the buildings of the Place Vendôme.

The exterior window treatments have also been replaced and dressed with the same golden design as the boutique in Paris. A frame of etched brass was created with the playful idea of achieving perfect harmony between the classic and the contemporary. The famed archives housed at Place Vendôme were consulted as inspiration. Woven gold, French lace and Arabic wooden lattice named “moucharabieh” were sourced for this new décor.

Artisans treated brass for the windows in the same manner that gold is handled in the jeweller’s workshop, using age old techniques in moulding, texturing, polishing and sculpting. This resulted in window displays composed of endless flowers and petals that shine and sparkle while intertwined on golden lattice. It evokes an undulating tapestry that diffuses light in the interior while reflecting it off the exterior, luring the eye to discover the pieces presented at the heart of the installations.

At 164 New Bond Street, the House’s creations are now showcased in over 90 square meters of boutique space. The renovations reveal a contemporary environment that echoes the style of the building while enlarging the boutique. The new, larger presentation spaces are flooded with light making it a true pleasure to receive clients. Shimmering brass bounces light off crystal while the contemporary furniture showcases the natural oak and golden walls, thus creating a welcoming interior for its clientele with the ever present French Chic of Boucheron.

This new boutique environment plays with light like a gem in a glamorous setting with the enhancement of all new light sources. At the centre of both the new entry hall and the mezzanine show room hang crystal chandeliers creating perspective throughout the boutique. A finely sculpted banister has been added which guides the eyes up the stairs from the new entry hall to the mezzanine, creating a harmonious transparency between the two spaces.

The light with its golden hues envelope clients and reflect their silhouettes in mirrors to mix with the sparkle of the gems. The warmth of this boutique combined with the human touch of the Boucheron service makes clients even feel more beautiful, elegant and unique.

Boucheron draws its inspiration from the quest for rare emotions, the variety of savoir-faire, the constant attention to detail and the desires of its customers. From High Jewellery necklaces to the iconic Quatre rings and Reflet watches, every piece has a special place in this spectacular location.

A sophisticated, made-to-order light concept, inspired by the facets of a gemstone, was designed for the exterior display cases. A recessed row of lights enhances the textured glow of the white “frozen” Winter displays creating a harmonious backdrop for the jewellery on display. Hundreds of pivoting LED light units can adapt their colours to best enhance and correspond to the multi-coloured brilliance of the stones on display, an innovated touch that is an invitation to discover the myriad of colourful pieces created by Boucheron.

In the interior, the creations are nestled in woven, light aubergine coloured linen with a slight shimmer to it that evokes a natural, yet chic aspect. This new presentation keeps with the code to constantly reinvent and honour the marvel of its jewellery pieces, but never take away from the beauty of the savoir faire behind their creation.

Just follow the reflection of golden frames and jewels down the street to discover the welcoming, elegant and daring atmosphere of the famed French jeweller. For more than 150 years, Boucheron has continued to innovate, staying ahead of contemporary trends while keeping hold of its very emblematic past. Number 164 New Bond Street reopens its doors for the New Year, welcoming all to discover the savoir faire and French Chic that make Boucheron one of the world’s leading jewellers.

A dynasty of French jewelers, founded by Frédéric Boucheron in 1858, established the House across four generations of the founder’s direct descendants. Today, the brand pursues its international development with its characteristic boldness, elegance and panache.

With its clientele of film stars, authors, artists, maharajahs and billionaires, Boucheron – which celebrated its 150th anniversary in 2008 – holds particular appeal for those whose celebrity and status find a match in its magnificent creations, may it be for jewelry or watches.

With the magical ease of a true artist, Place Vendome’s master jeweler selects and combines precious stones from an extensive palette of flamboyant colors from among the world’s rarest and most desirable gems. With its free spirited and audacious designs, the House of Boucheron constantly reinvents the timeless essence of unique elegance.