On September 8, 2023, Boucheron opened its largest flagship store, the Boucheron Ginza Flagship Store, second only to its historic flagship store at 26 Place Vendôme in Paris.
ⒸBOUCHERON
Boucheron began its business in Japan in 1973 and currently operates 19 stores across the country. The new boutique embodies the two core values of savoir-faire and innovation that have been passed down to the Maison since its founding, spanning four floors and boasting a floor space of approximately 1,000 square meters, the Maison's largest to date.
- Hélène Pouli-Duquen, CEO of Boucheron
An Immersive Experience in Nature
A Parisian garden comes to life in the heart of Tokyo. The new boutique, featuring natural elements throughout, invites visitors to embark on a journey of innovation and creativity themed around nature. Boucheron's cherished aesthetic values and traditional Japanese culture and art share a common thread: the expression of nature's strength and vitality, as well as its delicate and fleeting beauty. To express this reverence for nature, the Maison has reinterpreted the architectural style of the Jardin d'Hiver (Winter Garden), the most iconic area of its Place Vendôme flagship store, and incorporated it into the design of the façade. During the day, the transparent façade offers views of the various floors of the Ginza store, while at night, a forest animation unfolds, changing with the time of day and the seasons. Like a poetic oasis in the urban setting of Ginza's Chuo-dori Street, visitors are instantly immersed in Boucheron's seasonal landscapes.
ⒸBOUCHERON
The seasonal landscapes displayed on this façade are animations generated entirely in real time using computer graphics. The natural landscape and forest are recreated using cutting-edge virtual technology, showcasing the beautiful seasonal changes from various angles. No two images are ever the same on the façade of the Boucheron Ginza flagship store. Innovation is used to create a moving experience, leveraging it as a means of expression.
The natural landscape animations visible on the façade are also displayed on screens inside the boutique. In collaboration with composer, producer, and sound artist Daniel Sonabend, the store has also created sounds to complete the immersive experience. The sounds interpret the unique tones of each season, such as the chirps of summer cicadas, the falling leaves of autumn, the winter rain, and the chirping of spring birds.
Encounter with Boucheron's Iconic Jewelry
The first floor of the boutique displays Boucheron's iconic collections. The floor, which incorporates natural elements throughout, features the Quatre, Serpent Bohème, Jacques de Boucheron, Nature Triomphant, and Animal collections. The mosaic floor, featuring an ivy pattern, a motif often incorporated into the jewelry designs of founder Frédéric Boucheron, was created by the atelier of French artist Gaspard Mahieu. The floor, which features vibrant depictions of natural plants, was completed through the meticulous handwork of six artisans. "As a symbolic piece representing our Ginza flagship store, we wanted to express the vitality and dynamism of plants, such as the swaying of leaves, the rustling of the breeze, and the movement of light. The extremely hard, rough-textured marble and the flowing curves of the mosaic create a striking contrast," says Gaspard Maille.
ⒸBOUCHERON
Further on to the first floor, a wall decorated with plant motifs and a color-gradient glass mirror emerge, creating a sense of spaciousness. The silk wallpaper, custom-made by De Gournay, features ivy that appears to have come to life. The mirrors covering the walls were designed by Dutch designer Sabine Marcelis. "I study color using an industrial process that allows for great precision. The way light refracts affects the perception of color. For me, the expression of light is always at the heart of my projects. The slightest difference in the shadow of light can dramatically change the way a space is perceived," says Sabine Marcelis.
ⒸBOUCHERON
The lighting is a chandelier by Delisle, a French family maison founded in 1895. The design for Boucheron's Ginza flagship store is reminiscent of the majestic chandelier at its Paris flagship store on Place Vendôme. The eye-catching showcase at the back of the first floor was created by the French atelier Maison Pouenat. Its radial design, combining different textures of brass covered in gold leaf like marquetry, is a work of art in itself. It displays the question mark necklace from the Maison's signature collection, "Lières de Paris," a collection of high jewelry inspired by nature.
A Journey Through Time
The display case, inspired by the exhibition cases at the Paris World's Fair, also pays homage to the Maison's history and heritage. Among the pieces awarded at the 1889 World's Fair, where Frédéric Boucheron won the Grand Prix, was the "Question Mark Necklace," invented nearly 10 years earlier. The introduction of this necklace, with its built-in spring and claspless design, marked a turning point in high jewelry and embodies Boucheron's savoir-faire and innovation.
ⒸBOUCHERON
A true bridge between past and present, and between French and Japanese culture, the showcase will feature objects by Japanese artist Miyouki Nakajima. By combining traditional Japanese crafts with a contemporary vision, she expresses the strength, vitality and fleeting beauty of nature. Nakajima, who describes her creative practice as rooted in the fusion of the two cultures, has conceived sculptures that use silk, minerals and metal powder to represent natural forms such as bamboo, lotus and ferns. Every stage of production is carried out by hand, using techniques that combine traditional Japanese dyeing with the savoir-faire of French haute couture.
A playground for Vladimir, the Maison's iconic cat
ⒸBOUCHERON
Lush plants grow along the walls of the staircases connecting the boutique's floors, further enhancing the sense of immersion in nature. The garden, designed to be a continuation of the view from the lower floors, extends to the upper part of the building. While an imaginary garden, it provides constant contact with real natural scenery and allows visitors to experience nature through light and sound. This space is also a playground for Vladimir, the Maison's iconic black cat.
Hospitality Space
On the second floor, guests can see and try on almost all of the Maison's creations. This floor reinterprets the private atmosphere of the Jardin d'Hiver (Winter Garden), located in a corner of the flagship store on Place Vendôme, and has been designed as a cozy VIP space set in a rich natural environment.
ⒸBOUCHERON
The backlit walls and ceiling, designed by TOHO LEO, a Japanese studio specializing in landscape design, diffuse a soft, natural light and create the illusion of a real glass window filled with plants. Various plants are displayed in ceramic vases, a traditional Japanese craft, completing this special space.
ⒸBOUCHERON
Special Ceremonies
The third floor is the bridal floor. On this gracefully curved floor, couples will discover their engagement and wedding rings. The white tree sculptures on the floor were created by YOY, a design studio by Japanese artists, and were inspired by the uniquely Japanese custom of tying wishes and vows to sacred trees at shrines and temples. The birch-like tree designs feature transparent trunks and branches, delicately crafted with lace material reminiscent of dresses.
ⒸBOUCHERON
As a tribute to traditional Japanese ceremonies, Boucheron has developed an interactive experience, "The Wishing Tree," in collaboration with Random Studio. In this wedding forest, couples can write down their thoughts and wishes. Technology converts their writing into sound and light, creating a unique experience and ceremony. Couples can save the QR code to immortalize this moment. Each time couples capture their love's wishes, a unique melody will be played.
Innovation Makes Dreams Come True
To conclude the journey of the Boucheron Ginza flagship store, Boucheron has chosen to exhibit its signature pieces, crafted with innovative materials, on the top fourth floor. This is the "Innovation Lab." This space will unravel the uniqueness of these pieces, highlighting their emotive and poignant qualities, placing these ideas at the heart of their creative process. This artistic approach, which constantly questions the meaning of "preciousness," pushes the boundaries of high jewelry expression and challenges the traditional notions of high jewelry within the jewelry industry.
Boucheron has long encouraged creative freedom and provided opportunities for challenges. For example, by questioning the meaning of what is beautiful and precious, we have created something unprecedented through unconventional methods, establishing our unique identity. All of this is based on the Maison's ingrained spirit. Founder Frédéric Boucheron has played a pioneering role in innovation and technology since the company's founding in 1858. To this day, we continue to respect this creative freedom, carrying on the Maison's tradition.
My approach is to be as free as possible in terms of creativity and themes, and to inspire my dreams. My creations always start with a dream. I am then fascinated by the process of finding the best way to make that dream a reality. This means that I am given the freedom to experiment with materials never before used in high jewellery making and with technologies that go beyond imagination, in order to turn these creative dreams into reality. Luckily, our CEO, Hélène Prix-Duquen, shares my love of innovation and embraces even the most crazy ideas, granting me creative freedom. I am very grateful to be able to work with her.
-Claire Choisne (Creative Director)
The Innovation Lab allows you to explore the creation process of four of the Maison's most innovative pieces. " The exhibits include the "Fleur Eternal," the "Jacques de Boucheron Ultime" brooch in Cofalit®, the "Contemplation" aerogel bracelet, and the "Ailleur" wood brooch. Visitors can see the creation process of these creations and see samples of the innovative materials used.
At the opening of the boutique, this flexible space will host a special exhibition of the Maison's latest high jewelry collection, "More is More." The Creative Director has used simple forms, vibrant colors, and extreme scale in high jewelry to create unique and extraordinary creations. This collection reflects Boucheron's vision for high jewelry creation: "beautiful and precious, yet the opposite of ordinary and boring."
To commemorate the opening of Boucheron's Ginza flagship store, this exhibition will feature three pieces from the "More is More" collection, unveiled for the first time. These three precious brooches, reminiscent of pop patches, feature Hokusai's wave motif, Vladimir the cat, and hydrangeas, evocative of Boucheron's love for Japan.
The Ideal Sustainable Flagship Store
Boucheron decided to relocate its new flagship store in a building originally constructed in 2014 in central Tokyo. Based on the commitments outlined in its "Precious for the Future" impact report, published as part of its sustainability strategy, the brand sought LEED (Leadership in Energy and Environmental Design) certification. This certification aims to measure and reduce a building's environmental impact throughout its entire lifecycle. The assessment is based on six key areas: site layout, water management, energy performance, raw material and resource use and management, indoor environmental quality, and technological innovation. Certification requires specific targets to be achieved to achieve a minimum score for each theme. The results are currently pending, and Boucheron is awaiting the final certificate.
Unveiling the New Packaging
ⒸBOUCHERON
“No Pack is the New Pack”
In 2023, Boucheron reinvented its jewelry cases. Reimagining the concept of a jewelry case, the brand created an objet d'art case made entirely of two recycled materials: aluminum and wool felt. Breaking with industry conventions, seven new case variations were born. This innovative approach to packaging marks a new chapter in the history of the jeweller at Place Vendôme. The new packaging, which was unveiled in June 2023 and launched at the Place Vendôme flagship store, will also be rolled out at the Boucheron Ginza flagship store from September 2023, and will then be introduced in other boutiques.
【Official Website: Ginza Flagship Store Reopening Special Page】
https://www.boucheron.com/ja_jp/ginza-boutique-teaser
About Boucheron
Founded by Frédéric Boucheron in 1858, Boucheron has passed down its free spirit and style. As the first high jeweler to open a boutique on Place Vendôme in Paris, Boucheron has since established itself as a maison in the fields of jewelry and watches. Boucheron's unique style, with its free and bold spirit, has been passed down through generations and boasts a history of over 160 years. Today, Boucheron operates over 73 boutiques around the world and is part of the international luxury group Kering.
ⒸBOUCHERONBoucheron began its business in Japan in 1973 and currently operates 19 stores across the country. The new boutique embodies the two core values of savoir-faire and innovation that have been passed down to the Maison since its founding, spanning four floors and boasting a floor space of approximately 1,000 square meters, the Maison's largest to date.
The opening of our new flagship store, the Boucheron Ginza Flagship Store, will be our largest ever, complementing our local network of 19 stores and undoubtedly marking a major turning point for our business in Japan. The opening of this flagship store will contribute to strengthening our presence in Japan. From its immersive façade inspired by Japan's four seasons to the unique experiences offered on each of its four floors, the new boutique is filled with inspiring natural elements. It is an expression of the love and celebration of nature that the Maison has cherished since its founding in 1858. Personally, I have a strong attachment to nature, and this is my favorite element of the new boutique. It also connects Japan and France, two nature-loving countries. I look forward to Japanese customers experiencing this inspiring experience.
- Hélène Pouli-Duquen, CEO of Boucheron
An Immersive Experience in Nature
A Parisian garden comes to life in the heart of Tokyo. The new boutique, featuring natural elements throughout, invites visitors to embark on a journey of innovation and creativity themed around nature. Boucheron's cherished aesthetic values and traditional Japanese culture and art share a common thread: the expression of nature's strength and vitality, as well as its delicate and fleeting beauty. To express this reverence for nature, the Maison has reinterpreted the architectural style of the Jardin d'Hiver (Winter Garden), the most iconic area of its Place Vendôme flagship store, and incorporated it into the design of the façade. During the day, the transparent façade offers views of the various floors of the Ginza store, while at night, a forest animation unfolds, changing with the time of day and the seasons. Like a poetic oasis in the urban setting of Ginza's Chuo-dori Street, visitors are instantly immersed in Boucheron's seasonal landscapes.
ⒸBOUCHERONThe seasonal landscapes displayed on this façade are animations generated entirely in real time using computer graphics. The natural landscape and forest are recreated using cutting-edge virtual technology, showcasing the beautiful seasonal changes from various angles. No two images are ever the same on the façade of the Boucheron Ginza flagship store. Innovation is used to create a moving experience, leveraging it as a means of expression.
The natural landscape animations visible on the façade are also displayed on screens inside the boutique. In collaboration with composer, producer, and sound artist Daniel Sonabend, the store has also created sounds to complete the immersive experience. The sounds interpret the unique tones of each season, such as the chirps of summer cicadas, the falling leaves of autumn, the winter rain, and the chirping of spring birds.
Encounter with Boucheron's Iconic Jewelry
The first floor of the boutique displays Boucheron's iconic collections. The floor, which incorporates natural elements throughout, features the Quatre, Serpent Bohème, Jacques de Boucheron, Nature Triomphant, and Animal collections. The mosaic floor, featuring an ivy pattern, a motif often incorporated into the jewelry designs of founder Frédéric Boucheron, was created by the atelier of French artist Gaspard Mahieu. The floor, which features vibrant depictions of natural plants, was completed through the meticulous handwork of six artisans. "As a symbolic piece representing our Ginza flagship store, we wanted to express the vitality and dynamism of plants, such as the swaying of leaves, the rustling of the breeze, and the movement of light. The extremely hard, rough-textured marble and the flowing curves of the mosaic create a striking contrast," says Gaspard Maille.
ⒸBOUCHERONFurther on to the first floor, a wall decorated with plant motifs and a color-gradient glass mirror emerge, creating a sense of spaciousness. The silk wallpaper, custom-made by De Gournay, features ivy that appears to have come to life. The mirrors covering the walls were designed by Dutch designer Sabine Marcelis. "I study color using an industrial process that allows for great precision. The way light refracts affects the perception of color. For me, the expression of light is always at the heart of my projects. The slightest difference in the shadow of light can dramatically change the way a space is perceived," says Sabine Marcelis.
ⒸBOUCHERONThe lighting is a chandelier by Delisle, a French family maison founded in 1895. The design for Boucheron's Ginza flagship store is reminiscent of the majestic chandelier at its Paris flagship store on Place Vendôme. The eye-catching showcase at the back of the first floor was created by the French atelier Maison Pouenat. Its radial design, combining different textures of brass covered in gold leaf like marquetry, is a work of art in itself. It displays the question mark necklace from the Maison's signature collection, "Lières de Paris," a collection of high jewelry inspired by nature.
A Journey Through Time
The display case, inspired by the exhibition cases at the Paris World's Fair, also pays homage to the Maison's history and heritage. Among the pieces awarded at the 1889 World's Fair, where Frédéric Boucheron won the Grand Prix, was the "Question Mark Necklace," invented nearly 10 years earlier. The introduction of this necklace, with its built-in spring and claspless design, marked a turning point in high jewelry and embodies Boucheron's savoir-faire and innovation.
ⒸBOUCHERONA true bridge between past and present, and between French and Japanese culture, the showcase will feature objects by Japanese artist Miyouki Nakajima. By combining traditional Japanese crafts with a contemporary vision, she expresses the strength, vitality and fleeting beauty of nature. Nakajima, who describes her creative practice as rooted in the fusion of the two cultures, has conceived sculptures that use silk, minerals and metal powder to represent natural forms such as bamboo, lotus and ferns. Every stage of production is carried out by hand, using techniques that combine traditional Japanese dyeing with the savoir-faire of French haute couture.
A playground for Vladimir, the Maison's iconic cat
ⒸBOUCHERONLush plants grow along the walls of the staircases connecting the boutique's floors, further enhancing the sense of immersion in nature. The garden, designed to be a continuation of the view from the lower floors, extends to the upper part of the building. While an imaginary garden, it provides constant contact with real natural scenery and allows visitors to experience nature through light and sound. This space is also a playground for Vladimir, the Maison's iconic black cat.
Hospitality Space
On the second floor, guests can see and try on almost all of the Maison's creations. This floor reinterprets the private atmosphere of the Jardin d'Hiver (Winter Garden), located in a corner of the flagship store on Place Vendôme, and has been designed as a cozy VIP space set in a rich natural environment.
ⒸBOUCHERONThe backlit walls and ceiling, designed by TOHO LEO, a Japanese studio specializing in landscape design, diffuse a soft, natural light and create the illusion of a real glass window filled with plants. Various plants are displayed in ceramic vases, a traditional Japanese craft, completing this special space.
ⒸBOUCHERONSpecial Ceremonies
The third floor is the bridal floor. On this gracefully curved floor, couples will discover their engagement and wedding rings. The white tree sculptures on the floor were created by YOY, a design studio by Japanese artists, and were inspired by the uniquely Japanese custom of tying wishes and vows to sacred trees at shrines and temples. The birch-like tree designs feature transparent trunks and branches, delicately crafted with lace material reminiscent of dresses.
ⒸBOUCHERONAs a tribute to traditional Japanese ceremonies, Boucheron has developed an interactive experience, "The Wishing Tree," in collaboration with Random Studio. In this wedding forest, couples can write down their thoughts and wishes. Technology converts their writing into sound and light, creating a unique experience and ceremony. Couples can save the QR code to immortalize this moment. Each time couples capture their love's wishes, a unique melody will be played.
Innovation Makes Dreams Come True
To conclude the journey of the Boucheron Ginza flagship store, Boucheron has chosen to exhibit its signature pieces, crafted with innovative materials, on the top fourth floor. This is the "Innovation Lab." This space will unravel the uniqueness of these pieces, highlighting their emotive and poignant qualities, placing these ideas at the heart of their creative process. This artistic approach, which constantly questions the meaning of "preciousness," pushes the boundaries of high jewelry expression and challenges the traditional notions of high jewelry within the jewelry industry.
Boucheron has long encouraged creative freedom and provided opportunities for challenges. For example, by questioning the meaning of what is beautiful and precious, we have created something unprecedented through unconventional methods, establishing our unique identity. All of this is based on the Maison's ingrained spirit. Founder Frédéric Boucheron has played a pioneering role in innovation and technology since the company's founding in 1858. To this day, we continue to respect this creative freedom, carrying on the Maison's tradition.
My approach is to be as free as possible in terms of creativity and themes, and to inspire my dreams. My creations always start with a dream. I am then fascinated by the process of finding the best way to make that dream a reality. This means that I am given the freedom to experiment with materials never before used in high jewellery making and with technologies that go beyond imagination, in order to turn these creative dreams into reality. Luckily, our CEO, Hélène Prix-Duquen, shares my love of innovation and embraces even the most crazy ideas, granting me creative freedom. I am very grateful to be able to work with her.
-Claire Choisne (Creative Director)
The Innovation Lab allows you to explore the creation process of four of the Maison's most innovative pieces. " The exhibits include the "Fleur Eternal," the "Jacques de Boucheron Ultime" brooch in Cofalit®, the "Contemplation" aerogel bracelet, and the "Ailleur" wood brooch. Visitors can see the creation process of these creations and see samples of the innovative materials used.
At the opening of the boutique, this flexible space will host a special exhibition of the Maison's latest high jewelry collection, "More is More." The Creative Director has used simple forms, vibrant colors, and extreme scale in high jewelry to create unique and extraordinary creations. This collection reflects Boucheron's vision for high jewelry creation: "beautiful and precious, yet the opposite of ordinary and boring."
To commemorate the opening of Boucheron's Ginza flagship store, this exhibition will feature three pieces from the "More is More" collection, unveiled for the first time. These three precious brooches, reminiscent of pop patches, feature Hokusai's wave motif, Vladimir the cat, and hydrangeas, evocative of Boucheron's love for Japan.
The Ideal Sustainable Flagship Store
Boucheron decided to relocate its new flagship store in a building originally constructed in 2014 in central Tokyo. Based on the commitments outlined in its "Precious for the Future" impact report, published as part of its sustainability strategy, the brand sought LEED (Leadership in Energy and Environmental Design) certification. This certification aims to measure and reduce a building's environmental impact throughout its entire lifecycle. The assessment is based on six key areas: site layout, water management, energy performance, raw material and resource use and management, indoor environmental quality, and technological innovation. Certification requires specific targets to be achieved to achieve a minimum score for each theme. The results are currently pending, and Boucheron is awaiting the final certificate.
Unveiling the New Packaging
ⒸBOUCHERON“No Pack is the New Pack”
In 2023, Boucheron reinvented its jewelry cases. Reimagining the concept of a jewelry case, the brand created an objet d'art case made entirely of two recycled materials: aluminum and wool felt. Breaking with industry conventions, seven new case variations were born. This innovative approach to packaging marks a new chapter in the history of the jeweller at Place Vendôme. The new packaging, which was unveiled in June 2023 and launched at the Place Vendôme flagship store, will also be rolled out at the Boucheron Ginza flagship store from September 2023, and will then be introduced in other boutiques.
【Boutique Information】
Boucheron Ginza Flagship Store
BOUCHERON GINZA FLAGSHIP STORE
Address: 2-6-16 Ginza, Chuo-ku, Tokyo 104-0061
Opening Hours: 11:00-20:00, Irregular Holidays
https://www.boucheron.com/
Boucheron Ginza Flagship Store
BOUCHERON GINZA FLAGSHIP STORE
Address: 2-6-16 Ginza, Chuo-ku, Tokyo 104-0061
Opening Hours: 11:00-20:00, Irregular Holidays
https://www.boucheron.com/
【Official Website: Ginza Flagship Store Reopening Special Page】
https://www.boucheron.com/ja_jp/ginza-boutique-teaser
About Boucheron
Founded by Frédéric Boucheron in 1858, Boucheron has passed down its free spirit and style. As the first high jeweler to open a boutique on Place Vendôme in Paris, Boucheron has since established itself as a maison in the fields of jewelry and watches. Boucheron's unique style, with its free and bold spirit, has been passed down through generations and boasts a history of over 160 years. Today, Boucheron operates over 73 boutiques around the world and is part of the international luxury group Kering.
