Wed, Oct 15, 2014

Chopard’s Dubai Mall boutique gets fresh new look

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

The Dubai Mall boutique is Chopard’s flagship store in the Middle East.

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, co-president of Chopard and head of the brand’s distribution network.

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

This outstanding boutique covers an area of 220 sq m and features a men’s lounge where gentlemen will be able to admire the grand complications of the LUC, a High Jewellery room showcasing spectacular and unique creations in addition to a fully dedicated accessories area.

Each of these areas are adorned with chandeliers.

To make this flagship store even more special, Karl-Friedrich Scheufele, co-president of Chopard, lent a unique artwork piece from his personal collection related to time from the German artist A R Penck, enhancing the store’s spectacular entrance.

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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