Boucheron’s new location connects Paris and New York, designed in an Art Deco style with elements crafted by French artisans.
New York—Boucheron has opened a store in New York City, its first location in the United States.
The 3,900-square-foot boutique is located at 747 Madison Ave.
The company has spent the last decade working to establish the brand in Asia but has turned its focus to “deepening its long-standing ties” to the U.S., it said.
“After eight years at the helm of Boucheron, this is a dream come true. The United States has always held a very special place in our Maison’s history,” said Boucheron’s CEO Hélène Poulit-Duquesne.
“At Boucheron, we’re all about pushing the boundaries of our industry and offering a unique vision of high jewelry—emotional, living, and designed to be worn, not stashed away. I’m thrilled to embark on this new chapter in our history.”
For this new space, the company chose an Art Deco architectural style as a nod to the Place Vendôme boutique that Boucheron founder Frédéric Boucheron opened at Hôtelde Nocé in Paris in 1893 and the movement that inspired New York monuments like the Empire State Building and the Chrysler Building.
As clients approach the store, they are greeted with a glass facade where characteristics of New York’s Art Deco style meet Boucheron’s emerald-cut logo.
The interior is filled with Art Deco-style furniture meant to immerse its visitors into 1920s- and 1930s-era New York, explained Boucheron, with hints of Paris seen in pieces like the alabaster lamps designed by French designer Pierre Chareau.
The company also worked with French artist Olga Thune-Larsen to create a wall of straw marquetry that centers a display window.
The inside of Boucheron’s Madison Avenue store features a wall of straw marquetry created by French artist Olga Thune-Larsen. This collaboration marks the fifth time that the company has worked with Thune-Larsen on an element for one of its boutiques.
The new boutique pulls elements from the Place Vendôme boutique with reinterpreted decor such as its chandeliers made by Maison Delisle and a green-lacquered chest of wooden drawers in the shape of an emerald cut.
The reinterpreted wooden chest of drawers with green lacquer and shaped in an emerald cut
Custom wallpaper made by Atelier d’Offard covers a section of the boutique, displaying previous advertising campaigns from Boucheron.
Despite this being its first boutique in America, Boucheron has had well-known American clientele for centuries who would travel across the Atlantic for its designs, the company said.
The 166-year-old company pays tribute to its historical American clients in its Madison Avenue boutique by displaying their portraits alongside pieces from the company’s private collection. One of these pieces is the Art Nouveau butterfly brooch in plique-à-jour enamel that Elizabeth Taylor owned and wore to the 1976 Oscars.
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The VIP section of the boutique was designed as a re-creation of Le 26 V, Boucheron’s private apartment in Paris, which opened in 2018, complete with a view of Place Vendôme.
The exclusive space includes cloud-patterned wallpaper created by New York-based company Calico with a pastel color palette on the ceiling, a three-window digital animation displaying the original view of Place Vendôme, a white fireplace, and a Pierre Chareau sofa from 1923.
Boucheron’s VIP room is a re-creation of the company’s private apartment in Paris, 26 V, with could-patterned wallpaper on the ceiling, windows with digital animations displaying Place Vendôme, a white fireplace, and furnished with a Pierre Chareau sofa from 1923.
Boucheron celebrated the opening of this location with “From Paris to New York: A Cutting-Edge Journey Since 1858,” a multi-day installation showcasing pieces from the brand’s 2024 carte blanche high jewelry collection, “Or Bleu.”
It was attended by Gwyneth Paltrow, Colman Domingo, Hailee Steinfeld, Cole Sprouse and Ari Fournier, along with brand ambassadors MINA and Alexa Chung, and the face of the brand Anja Rubik, who all wore pieces from Boucheron.
The opening of this U.S. location is the first of many to come, said the company.
For a closer look into the boutique and the pieces on display from the company’s private collection, visit Boucheron’s website.
