Van Cleef & Arpels opened a new boutique in Ginza 1-Chome, Tokyo on October 3, 2025. The new store, measuring approximately 260 square meters and consisting of two floors, features the Maison's iconic "loan pattern" as its motif, a first for Japan. The exterior, with its subtle shimmering gradient of champagne gold against a black background, reflects different light during the day and at night, emanating the presence of a jewelry case floating in the city.

Van Cleef & Arpels Ginza 1-chome Store Facade/Courtesy of Van Cleef & Arpels

A facade bathed in light - the first lozenge pattern adopted in Japan
When you stand in front of the store, the lozenge pattern made of precisely woven aluminum mesh catches your eye. This three-dimensional structure changes its appearance depending on the angle and the time of day, embodying in its architecture the "dialogue with light" that the Maison values. Its iconic appearance intersects with the splendor of the city of Ginza and the poetic worldview of Van Cleef & Arpels.

1st Floor Boutique Entrance Hall/Courtesy of Van Clef & Arpels

From Art Deco Salon to Poetic Salon ─ A narrative within the interior
The first floor of the store is a salon space that pays homage to Art Deco. A circulating showcase takes its center stage, displaying iconic collections such as Alhambra, Perlée, and Frivole. The walls are adorned with hand-painted art panels featuring floral and animal motifs against a gold leaf backdrop, subtly evocative of the "eye for nature" behind the jewelry. The second floor leads to the "Poetic Salon," which caters to more private moments, where bridal rings and timepieces from the Poetic Complications collection are on display.
The space, furnished with hand-embroidered panels and video effects, invites a quiet and intimate viewing experience, as if a story unfolds in sync with the visitor's pace.

2nd Floor Store Interior/Courtesy of Van Clef & Arpels

In tune with the city of Ginza - "the intersection of jewelry culture and urban culture"
The choice to locate the new boutique in Ginza 1-Chome, where the brand's history and the city's memories intersect, symbolizes a modern sensibility in which jewelry is evolving from a "special occasion decoration" to "a cultural experience that is continuous with everyday life." The time spent holding a single gemstone in one's hands and the time spent walking around the city—a new "urban maison" has been born as a place that beautifully bridges the gap between these two.

2nd Floor VIP Room/Courtesy of Van Cleef & Arpels




About Van Cleef & Arpels
In 1895, Alfred Van Cleef & Arpels Founded in 1906 at 22 Place Vendôme in Paris upon the marriage of Cleef and Estelle Arpels, Van Cleef & Arpels has established itself around the world as a high jewelry maison renowned for its excellence and creativity, crafting unique and poetic pieces such as the Mystery Set™ technique, minaudières, zip necklaces, and Alhambra™ motifs. Magically captivating jewelry and watches are born from the savoir-faire of the maison's in-house artisans, known as "golden hands," and the evocative, unique gemstones (Pierres de Caractère™). Drawing inspiration from nature, couture, dance, and fantasy, the maison continues to paint a world of timeless beauty and harmony.