from paris to tokyothe boucheron boutique in ginza

an immersive experience in tune with nature

A Parisian garden in the heart of Tokyo. With this flagship, the Maison wanted to offer a true creative and innovative voyage on the theme of Nature.

To express this vision, the façade reinterprets the architectural codes of the Jardin d'Hiver in its historic boutique at 26 Place Vendôme. During the day, the transparent façade showcases the four levels of the Ginza boutique. When night falls, a larger-than-life forest unfolds over the entire height of the building, changing not only with the passing hours but also with the four seasons.

Nature expresses itself on the façade and inside this flagship through window screens that open onto the Boucheron forest. La Maison has also collaborated with composer, producer and sound artist Daniel Sonabend to create a soundtrack to complete the immersive experience.

meeting with boucheron icons

The first floor has been designed to house Boucheron icons. Nature blossoms around the Quatre, Serpent Bohème, Jack de Boucheron, Nature Triomphante and Animaux de Collection collections. Ivy, often represented by Frédéric Boucheron, crawls across the floor in a mosaic created by the French atelier of Gaspard Mahieu. A work of infinite patience, carried out by six artisans, conceived as a living tableau of nature.

The silk wallpaper, custom-made by Maison De Gournay, also features the ivy motif, which seems to come to life along the alcoves. The smoked mirrors covering the walls were conceived by Dutch designer Sabine Marcelis.

Lighting the room are candelabras by Delisle, a French family firm founded in 1895. These bespoke creations for the Ginza boutique echo the majestic chandeliers at 26 Place Vendôme.

Lastly, at the back of this space, the visitor’s eye is drawn to a glass case with a halo, made by French atelier Pouenat: a work of art in golden metal, designed as a marquetry of different textures of brass, covered by gold leaf. 

a journey through time

The space on the ground floor showcases part of the Maison’s heritage. From the archives, four creations are displayed here, illustrating Boucheron’s love for Nature and their will to depict nature in a vivid and realistic manner. 

The Maison also pays tribute to its history with display windows inspired by the Paris Universal Exposition. These events played an important part in Frédéric Boucheron's reputation — he won the Grand Prix at the 1889 Universal Exposition. Among the award-winning creations was the Point d'Interrogation necklace, invented ten years earlier. The first claspless necklace with a leaf spring, it marks a turning point in High Jewelry and testifies to Boucheron's expertise and innovation.

Bridging past and present, French and Japanese cultures, the interior of these display cases [OPB1] has been decorated by Japanese visual artist Miyouki Nakajima.

a playground for Wladimir, the Maison's iconic cat

The backbone of the building, the staircase continues the immersion in nature. Designed as a vertical garden to be enjoyed from every floor, it offers a permanent view of an imaginary yet extremely realistic exterior, exposing visitors to the light and sound of Boucheron Nature. It's also a playground for Wladimir, the Maison's iconic cat, who has found refuge in this lush landscape.

the art of entertaining

Following the showcasing of the iconic Boucheron collections, customers will be able to see and try on a wide variety of the Maison’s creations. This floor reinterprets the intimate atmosphere of the Jardin d’Hiver of 26, Place Vendôme. The Maison appealed to TOHO LEO, a Japanese studio specialized in landscaping arrangement, to give the illusion of a true glass-wall: a soft dim light comes through the backlighting of the walls and ceiling.

saying yes in the Japanese tradition

In this setting peppered with white trees, lovers can discover Boucheron's Wedding and Engagement creations in a luminous, curved décor. Created by YOY Studio, a collective of Japanese artists and designers, these trees are inspired by traditional Japanese ceremonies, during which people hang a wish on trees in temples and sanctuaries. These sculptures, subtle interpretations of birch trees, have been crafted with a sense of transparency, their surfaces adorned with lace reminiscent of wedding dresses.

To complete this tribute to love ceremonies in Japan, the Maison has developed an interactive experience, "The Wishing Tree," in close collaboration with Random Studio. In this forest dedicated to weddings, each couple can write down their vows, which are then transformed with the help of technology into an animation of sound and light.

innovating to dream

To round off the journey, Boucheron has chosen to exhibit its most innovative creations and materials on the top floor of its new boutique, the Innovation Lab. This space highlights the innovative work of the Maison, which places emotion at the heart of its creations. An artistic proposal that constantly questions the concept of precious and pushes the boundaries of the traditional High Jewelry sector.

In the Innovation Lab, visitors can discover four of Boucheron's most innovative creations. Visitors will have an exclusive opportunity to discover the creative and technical process behind each creation and see samples of the innovative materials it is made from.

pieces to celebrate this new journey

During this inauguration, the Maison is excited to showcase a preview of two jewelry creations. The new Quatre Double White Edition pendant will be showcased in the icons area on the first floor, while a Fuzzy pendant, shown for the first time in white gold, will be displayed on the second floor, alongside the other animals in the Boucheron bestiary.  

"no pack is the new pack" 

In 2023, Maison Boucheron reinvented the case and presented a new object made of only two materials: aluminum and wool felt. This collection of seven boxes is the fruit of a deconstruction of all the industry's established conventions and opens a new chapter in the history of Place Vendôme. Launched in the store at 26 Place Vendôme in June 2023, this new case will be offered in the Ginza boutique when it opens in September.