Thu, Jan 22, 2015

Luxury Goods, Jewellery & Watches
Chopard redesigns Burj Al Arab boutique

Chopard’s boutique at the iconic Burj Al Arab Jumeirah in Dubai, UAE, has reopened, featuring the brand’s new design concept by renowned French architect Thierry Despont.

The design concept, first unveiled at Chopard’s flagship store on Madison Avenue in New York in the US, is being rolled out across all the brand’s boutiques around the world.

The boutique features light-toned wood (white oak), opulent leathers, silk and precious velvet, along with a fireplace.

Despont has chosen to maintain the plush, comfortable charm of the former boutiques, while modernising it to create the feeling of visiting a beautiful private home with well-defined areas accommodating high jewellery creations, watches and accessories. 

He has done so while focusing on a sense of intimacy conducive to enabling customers to stroll around the stores in a relaxing manner. Each detail of these points of sale has been thought through in conjunction with Caroline Scheufele, Chopard’s Co-President and Artistic Director.

“With these new environments, we want to encourage our clients to discover the multiple facets of the Chopard universe,” says Caroline.

This outstanding boutique in the famous hotel offers Chopard’s clientele “a stunning universe” of its creations. 

The first Chopard boutique was opened in Hong Kong in 1983. By 1998, there were 15 points of sale and since then, brand development has steadily accelerated. 

The Geneva-based Chopard Group is currently represented in 130 countries through 1,600 points of sale and 146 dedicated boutiques, located in the world’s major capitals and in the finest shopping centres.

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