LV OPENS FIRST WATCH & JEWELLERY BOUTIQUE

On 3 July, the Maison Louis Vuitton will open its first store exclusively dedicated to fine jewellery and watchmaking along with its first fine jewellery workshop at 23, Place Vendôme. The location is just a few metres away from 4, rue Neuve des Capucines, the historic address where in 1854 Louis Vuitton established his very first store and the birth of the Maison’s world-renowned savoir-faire.

All of the excellence of Louis Vuitton’s know-how will now be brought to the fine jewellery workshop situated under the roof of an elegant townhouse built in the 17th century, which is still home to ancient workbenches where generation after generation of jewellers have sat.

Within the walls of this workshop, the guardian of a treasured heritage, Louis Vuitton has created a contemporary and light-filled showcase, with a magnificent view over the elegant Place Vendôme. The new space will be source of inspiration for the artisans working there, whose craftsmanship will perpetuate the excellence of the House’s tradition paired with the boldness of its innovation.

Precious stones from all over the world will come to their journey’s end here in the expert hands of men and women who will give them the radiance of a new life in sparkling sets of jewels. Exceptional pieces will be created here that will recount and celebrate the continually renewed legend of l’Ame du Voyage that is unique to the Maison Louis Vuitton.

“We are delighted to be opening our first store devoted to jewellery and watchmaking in Place Vendôme in Paris and we feel a great sense of pride that our first haute joaillerie workshop will be housed in this historic cradle of fine jewellery expertise. Here, our craftsmen will be able to express the full extent of their talent and produce exceptional pieces that will delight our clients,” stated Yves Carcelle – CEO of Louis Vuitton.

Louis Vuitton has entrusted architect, Peter Marino with the layout and interior design of this exclusive building. In creating the dreamlike project, the architect paid special attention to the choice of the materials used, such as the straw marquetry, whose intricate simplicity contrasts but does not jar with the sumptuousness of the pieces on display. Light rosewood panelling and Havana leather on the walls warm the whole space, giving it a calm, serene atmosphere. For Peter Marino, “Every piece of jewellery tells a story. Accordingly, the décor must fade into the background to make way for dialogue and the dream that it inspires in the visitor.”

In tribute to artistic creativity and to celebrate the dialogue of cultures from diverse backgrounds, three contemporary artworks are displayed in this new space. Created by Teresita Fernandez, Farhad Moshiri and Rashid Rana, they bring the secret radiance of intriguing talent to luxurious surroundings.

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