French jeweler Boucheron has opened its first flagship boutique in China, located in Shanghai's Xintiandi luxury shopping district. The 3,000-square-foot store incorporates Art Deco motifs and elements that blend French and Chinese design influences. The opening signifies a major milestone and a commitment to long-term expansion in China, with plans for further investment and cultural engagement.
The new store is situated in Shanghai ’s Xintiandi luxury shopping district. Image courtesy of Boucheron French jeweler Boucheron is cutting the ribbon on its third global flagship. This month, the company announced the grand opening of its first boutique in China .
The new store is situated in Shanghai’s Xintiandi luxury shopping district and spans 3,000 square feet. “Opening our first flagship in China is a huge milestone for Boucheron, and I'm delighted to be writing this next chapter of a story that’s less than a decade old,” said Hélène Poulit-Duquesne, CEO of“This opening isn't an endpoint, but a stepping stone,” Ms. Poulit-Duquesne said. “It sends a clear signal about the depth of our commitment to China. “We'll continue to invest, to build cultural bridges and to offer memorable experiences, with the constant goal of living up to Frédéric Boucheron’s visionary spirit and pursuing our long-term expansion in China.”The theme “Centuries of innovation and craftsmanship, pushing the frontiers, from Paris Place Vendôme to Shanghai Xintiandi” guides Boucheron’s latest flagship launch. Utilizing the brand’s signature Art Deco motifs, the space looks to bridge the gap between Bouheron’s architectural designs in France and China: wood floors, painted dome ceilings and other interior details reminiscent of home are placed side-by-side with fixtures inspired by Chinese botanical gardens. The location also contains VIP salons and consultation rooms that take on the look of private residences. “When I joined Boucheron, I made Asia – and China in particular – a strategic priority,” said Ms. Poulit-Duquesne, in a statement. “With no footprint in the region, we had to build everything from the ground up, one step at a time, with humility and determination, we gradually communicated who we are, our vision and what sets us apart,” she said. “We've experienced remarkable growth in recent years, and now have 17 stores across mainland China; yet, we didn't have a street-level flagship in China. “This vast boutique in the heart of Shanghai fills that gap; there, we perpetuate the spirit of 26 Place Vendôme: taking over a historic building, celebrating its heritage while breathing new life into it.” The location hosts VIP salons and consultation rooms that take on the look of private residences. Image courtesy of Boucheron The Shanghai Xintiandi flagship, located at Xin Tian Di Unit 01, No. 18, Lane 181, Taicang Road, operates from 10 a.m. to 10 p.m. daily. Appointments can be booked on the maison’sEarlier this month, Boucheron unveiled the latest iteration of its Quatre ring and launched a campaign featuring a trio of brand ambassadors 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Boucheron China Luxury Retail Flagship Store Shanghai
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