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Inside the Opening of Boucheron’s New Flagship Store in Ginza, Tokyo

Photo: Courtesy of Boucheron


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To commence this extravagant soirée, a cutting-edge opening ceremony took place on Chuo-Dori street, in front of the Winter Garden-inspired facade. In a twist on tradition, a digital animation replaced the classic ribbon cutting, featuring Hélène Poulit-Duquesne, Boucheron’s CEO, and the radiant Rola, the brand’s Japanese ambassadress. The façade, inspired by the changing seasons, was unveiled with a touch of technological magic.

Photo: Courtesy of Boucheron

The star-studded event saw the presence of luminaries like Loren, Juri Ueno, Shuzo Ohira, Aya Omasa, Rinko Kikuchi, and many more, all underlining the maison’s enduring appeal.
Inside the boutique, a journey through time and heritage awaited. On the first floor, the iconic Boucheron creations, framed by an intricate mosaic floor, provided a glimpse into the brand’s rich history. As visitors ascended to the second floor, they entered an intimate space that recreated the Jardin d’Hiver of 26 Place Vendôme, now adorned with lush Japanese flora, a testament to the fusion of cultures.

Photo: Courtesy of Boucheron

The third floor showcased a dazzling array of bridal offerings, where couples could leave their wishes in a digital tree of dreams, a collaboration with Random Studio. Finally, the top floor embodied Boucheron’s innovative spirit, displaying the latest high jewelry collections amid pop-inspired interiors.

This 1,000-square-meter boutique, the second largest in the world, marks a significant step in Boucheron’s journey in Japan, a market they entered in 1973. CEO Hélène Poulit-Duquesne shared her vision of establishing Boucheron as a leader in bridal collections, jewelry, and now, high jewelry, setting the stage for a thriving future.

Photo: Courtesy of Boucheron

The Ginza flagship epitomizes Boucheron’s deep connection with nature, a theme central to the Maison since its inception. From the ever-evolving facade representing the four seasons to the unique experiences on each floor, the boutique celebrates the beauty of the natural world. It’s a testament to the shared love of nature between Japan and France.

Loren. Photo: Courtesy of Boucheron

Rola. Photo: Courtesy of Boucheron

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