France’s Boucheron has opened its latest Japanese store in its capital city, Tokyo, serving as the Parisian jeweller’s second-largest store worldwide.
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Located in Ginza, the new Boucheron Tokyo store spans 1,000 square metres over four floors, with its Paris-inspired design a nod to the Kering-owned maison’s Place Vendôme boutique.
On the ground floor, visitors will find the jeweller’s iconic Quatre, Serpent Bohème, Jack de Boucheron, Nature Triomphante, and Animaux de Collection, alongside archival items such as a multi-wear jewel from 1860 representing a vine flower. With a nature a key theme, the floor features an ivy mosaic, alongside ivy wallpaper which leads to a glass case at the back of the ground floor, which houses the Lierre de Paris Question Mark necklace.
Upstairs, the first floor features a cosy VIP area with nature motifs and a soft dim light, punctuated by local plants displayed in ceramic flower pots, made according to Japanese tradition.
The second floor, visitors will discover Boucheron’s bridal creations among white trees, inspired by traditional wedding ceremonies in Japan.
The final floor boasts the Boucheron Innovation Lab, where the brand’s most innovative creations will be displayed, such as the Eternal Flowers, Jack de Boucheron Ultime brooch made with Cofalit, the aérogel bracelet from the Carte Blanche, Contemplation collection and the Bois Diamant brooch from the Carte Blanche, Ailleurs collection.
“A Parisian garden at the heart of Tokyo: with its new flagship, the maison wishes to offer a true journey, both creative and innovative, on the theme of nature,” said Boucheron via its Instagram, describing the new Ginza store.
“Boucheron and traditional Japanese art share the same quest of expressing the strength and the vitality of nature, as much as its delicateness and its transient beauty.”
In the last twelve months, a slew of international luxury brands have opened stores in Tokyo’s Ginza. Diesel bowed a Ginza flagship late last year, ahead of Issey Miyake’s Ginza store opening in February this year.
Most recently in June, Tiffany & Co. opened its renovated flagship store in Ginza, three months after the reopening of its New York City destination, The Landmark.