Boucheron, the luxury French jewelry brand owned by Kering, officially opened its second U.S. store on December 13, marking a significant expansion of its American presence. The new boutique, spanning 1,560 square feet, is located in the prestigious Fontainebleau resort and casino on the iconic Las Vegas Strip.
The brand chose Las Vegas for its latest location, citing the city’s status as a premier destination for luxury brands and a discerning clientele. Boucheron’s new store promises a warm, inviting atmosphere where visitors can explore the brand’s renowned collections, including the “Quatre” and “Serpent Bohème” lines, as well as high jewelry and bridal pieces.
Designed to capture the essence of both Parisian elegance and the vibrant energy of Las Vegas, the store draws inspiration from Boucheron’s heritage. The design merges the architectural grandeur of the brand’s historic Place Vendôme boutique, which was opened in 1893 by founder Frédéric Boucheron, with Art Deco influences and bold hues reflective of Las Vegas’ spirit.
The store’s exterior features glass prisms adorned with a grosgrain motif in the signature Boucheron green, with emerald-cut patterns that echo the brand’s iconic logo and the layout of Place Vendôme when viewed from above. Inside, the boutique showcases a blend of green marble, black metal accents, and symmetrical Art Deco details, paying homage to the brand’s commitment to geometric shapes, vibrant colors, and ornamental design.
The store also draws on the work of Pierre Chareau, a French architect and designer known for his innovative designs, further emphasizing the fusion of Parisian heritage and modern Las Vegas flair. The interiors are brought to life with colorful furniture and bright moiré wallpaper, creating a dynamic yet elegant space.
The VIP area, designed as a tribute to the Jardin d’Hiver (Winter Garden) at Boucheron’s Place Vendôme boutique, features a striking color palette of metallic orange, blue, and green, reimagining the classic Parisian motif to reflect the distinctive Las Vegas aesthetic. The space is adorned with floral wallpaper by Atelier d’Offard, a French company that combines traditional 18th-century techniques with modern methods, and art by Franco-Swiss photographer Erwan Frotin, whose work blends botany, color theory, and the arts.
At the heart of the VIP area is a coffee table featuring “OSIS,” a unique surface finish developed by German design studio Ilot Ilov, using salt crystals and color pigments to create one-of-a-kind wood motifs.
The opening of the Las Vegas boutique follows the launch of Boucheron’s first U.S. location in September at 747 Madison Avenue in New York City. The new Las Vegas store, located at 2777 S Las Vegas Blvd, is part of Boucheron’s strategy to expand its footprint in the U.S. market and cater to an increasingly global clientele.
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