French luxury jewelry, watch and perfume house Boucheron opened its first flagship in China this month. The store in Shanghai’s historic Xintiandi district is the third flagship store worldwide, joining a landmark store in Paris and the Ginza store in Tokyo.
The opening of the 278 square meter boutique at 181 Nong Taicang Road marks an important milestone in the house’s growth strategy for Asia, driven by CEO Hélène Poulit-Duquesne. It is intended to represent a bridge between France and China
“When I [2015] When I joined Boucheron, I made Asia – and China in particular – a strategic priority. Since we didn’t have a presence in the region yet, we had to build everything from scratch. Step by step, with humility and determination, we gradually conveyed who we are, what vision we pursue and what sets us apart,” comments Poulit-Duquesne in a statement.
The company has been able to set up 17 stores in mainland China in recent years, but a flagship store has not yet been established. “With each new location, we forge a deeper connection with our Chinese customers and weave the French heritage of the house with elements of local culture,” explains the Boucheron CEO.
As in the flagship store at Place Vendôme in Paris, a historic building was also taken over in Shanghai. It comes from 19th century Shikumen architecture and reflects the diversity of Shanghai through bricks, arches and neoclassical elements.
Boucheron chose to maintain architectural integrity while incorporating his own Art Deco elements such as symmetry, metallic accents and the emerald cut, and combining them with materials that reflect Chinese culture.
To emphasize the importance of nature, two gardens were developed together with Studio Mingzhu Nerval, one in the Chinese style and one in the French style, the latter complete with a small pavilion in the Parisian style.
The interior is reminiscent of a Parisian townhouse, but was designed according to Feng Shui principles. Various works of art decorate the rooms, from a Chinese forest by Canadian-Chinese artist Xiaojing Yan and textile artist Huihui. A painting by Parisian artist Claire Nicolet makes the ceiling look like a dome on which plants and animals can be seen.
The fusion of the worlds of France and China are united by a palette of green – the color of Boucheron – and the Chinese lucky color red. They can be seen in the marble floor mosaic and in a central display case made of straw inlay, which was made by the French artist Olga Thune-Larsen.
Hong Kong artist Inkgo Lam Ka Yu uses bamboo as the material of choice, including for this display case that welcomes visitors who use the side entrance.
The Bridal Room was inspired by Shanghai’s famous pond-filled natural paradise, the Yu Garden. A floor mosaic by Pierre Mesguich is intended to take visitors into an underwater world.
“This opening is not an end point, but an important step. It sends a clear signal of our strong commitment to China. We will continue to invest, build cultural bridges and offer unforgettable experiences, always with the aim of living up to Frédéric Boucheron’s visionary spirit and driving our long-term expansion in China,” promises Poulit-Duquesne.
The luxury house, which is part of the Kering Group, currently operates over 90 boutiques worldwide, including 17 in mainland China.
