French luxurious jeweller, Van Cleef & Arpels, introduced the inauguration of its newest boutique within the dynamic Cheongdam-dong neighbour. With this prestigious location, Seoul joins Paris, New York, Tokyo and Hong Kong within the elite membership of iconic Van Cleef & Arpels addresses. In a constructing fully designed by the Jouin Manku Company, the “Seoul Maison” options refined decor reflecting each Korean creative heritage and the sources of inspiration pricey to Van Cleef & Arpels.
For this new undertaking, Patrick Jouin and Sanjit Manku have fun their sixteenth yr of collaboration with the distinctive French Maison de Haute Joaillerie. It exposes a stage of expertise that acts as an ode to the heritage and core values of the model: a requirement for excellence, savoir-faire, and the appreciation for arts and tradition, in addition to expressing the hyperlinks between the east and the west, embracing and celebrating Korean tradition.
“With the creation of this new Maison, we’re celebrating ever stronger bonds with this nation, recognized for an extended custom of expertise that echoes the values espoused by Van Cleef & Arpels. Certainly, the boutique was designed to type a union between the French jewelry custom and Korean cultural heritage, and to nurture this dialogue for years to come back,” explains Nicolas Bos, president and CEO of Van Cleef & Arpels.
Positioned on the south financial institution of the Hangang River — which flows via town from west to east — Seoul Maison Van Cleef & Arpels stands out for its sweeping openwork façade revealing a monumental backyard. The grille calls to thoughts an online of big reeds fluidly enveloping the constructing in a lozenge sample — a tribute to the maison’s hallmark — via which the attention can distinguish the varied volumes making up the boutique’s 5 ranges.
The inside of the constructing is awash in a luxuriant backyard that appears to increase via the bay home windows, therefore the nickname “The Maison Jardin”. An allusion to the seven mountains encircling town, all 5 boutique ranges thrive in a lush tribute to nature, a particular supply of inspiration for Van Cleef & Arpels since its creation. In a collaboration with world-renowned panorama architect Web optimization Ahn, the backyard adjustments with the seasons and reigns because the mainspring of the boutique’s decor, complementing an assortment of earnestly understated furnishings.
“Over 5 ranges, we designed a dreamlike pure decor with areas suited to internet hosting creative capabilities like exhibitions and conferences, alongside an itinerary during which vigorous areas alternate with intimate islands of tranquility.”
– Sanjit Manku and Patrick Jouin
The go to continues with a large staircase resulting in the primary higher stage of the maison. Furnished with counters and vertical showcases, the wall and ceiling show iconic examples of Korean craftsmanship: hanji, the exacting artwork of hand-crafted paper. Full with a library, it lets guests uncover the poetic universe of Van Cleef & Arpels via a group of richly illustrated books, all illuminated by an expensive glass chandelier.
Beneath the administration of Nicolas Bos, we see a model that’s closely concerned in a variety of cultural actions, from commissioning dance performances to sponsoring a college of jewelry arts. It’s this dedication that has fuelled the Jouin Manku studio. These cultural alliances are interwoven all through the brand new boutique, with your complete floor of the boutique’s second stage supposed to function an exhibition venue. It’s meant to host talks and conferences organised by L’ÉCOLE, Faculty of Jewelry Arts, with the added ambition of serving as a platform for Korean artists.
The ultimate two ranges of the Van Cleef & Arpels’ Seoul Maison comprise of two unique settings: a personal salon and a terrace. Surrounded by bay home windows on all sides, it presents the lounge space a panoramic view of town.
Take a glimpse of “The Fairy’s Journey”, an animated movie celebrating the opening of the boutique. Illustrator and Director Julie Joseph created the photographs for the movie in collaboration with Artistic Director Youngee Suh, each a daily contributor to the Maison’s initiatives.
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