The space is notably the jeweller’s second flagship on the luxury thoroughfare (and which previously was home to fellow Richemont stablemate, Piaget). Spanning six floors and 130sq m, the townhouse-style property retails the maison’s watch and jewellery collections – complementing its sister location across the road that is now solely dedicated to high jewellery. It is also the first London location to retail Van Cleef & Arpel’s haute perfumerie fragrances, complete with a unique olfactory experience.
Geoffroy Medinger, Van Cleef & Arpels’ UK managing director, said that he was present when the maison opened its first door on Bond Street 20 years ago – and was now on hand to give a heartfelt address inaugurating the new boutique. “Van Cleef & Arpels has expanded – not just commercially or in terms of traffic or clients but also in the many topics that we can share,” he said. “The world of Van Cleef is rich and diverse in many ways, and which needed another space.”
Marking the opening is a selection of Van Cleef & Arpels’ signature jewellery collections, including four delightful Lucky Animal brooches that welcome visitors upon entering the space. A characterful dachshund, dove, squirrel and teddy bear are crafted in precious materials like mother-of-pearl and ornamental stones, all trimmed in fine gold beading. Also not to be missed are the fabulous selection of watches: a stunning yellow gold Ludo design with an incredible guilloche finish, alongside the latest Alhambra watch with an agate face – set in the signature four-clover motif. Also on displays is the delightful, astrology-themed Midnight Planetarium, featuring a dance of the constellations on a stunning aventurine dial.
Upon entering the space, fans of Van Cleef & Arpels will immediately recognise the décor of the enchanted forest – the same theme that adorned the maison’s stand at Watches and Wonders earlier this year. A rich scenography in sylvan shades of green, orange and blue channel Van Cleef & Arpels signature romance and fantasy, while highlighting savoir-faire through handcrafted embellishments like sculpted lacquered and gilding panels alongside Murano glass leaves.
Meanwhile the first floor is notably a versatile space that can be transformed as the event calls, from hosting educational masterclasses and panels to children’s events – all of which are planned for the coming 12 months, said Medinger. No doubt the space will be the perfect venue for the UK to experience the latest accolades from last week’s GPHG, when Van Cleef & Arpels swept up three awards in the ladies watch, ladies complication and artistic craft categories.
“This boutique does not look like a regular boutique because it’s not,” says Medinger, who added that people have started to come into the boutique full of surprise and wonder. “The space will evolve. It will be dedicated to sharing experiences, sharing topics about Van Cleef – nature, culture and history.”
The house’s newly expanded retail footprint also underscores the importance of London in the world of luxury. “It shows that London is London – that’s it’s very active and vibrant,” said Medinger.
Van Cleef & Arpels, 169 New Bond Street, London
