Boucheron Opens First Flagship Store in China, "Boucheron Xintiandi Boutique"

Boucheron has opened its first flagship store in China, marking a new chapter in the Maison's history. The "Boucheron Xintiandi Boutique," the third flagship store globally after the Maison's historic Place Vendôme store in Paris and its Ginza store in Tokyo, represents a significant milestone in the Asian strategy driven by CEO Hélène Poulit-Duquesne, who has led the Maison since 2015. Aiming to be a bridge between China and France, the space fuses the Maison's cherished heritage with innovation. Similar to the Place Vendôme and Ginza boutiques, nature permeates the interior, inviting guests on a serene journey. Here, French and Chinese cultures converse and resonate as one beautiful language. To commemorate this opening, a grand opening event was held themed "Centuries of innovation and craftsmanship, from Paris Place Vendôme to Shanghai Xintiandi," a symbolic moment where Boucheron's origins and future converge.

The "Boucheron Xintiandi Boutique" is housed in a restored 19th-century Shikumen building, respecting its original architecture while incorporating Art Deco design codes – symmetry, metallic accents, and emerald-cut motifs. These elements harmonize with Shanghai's unique architectural style, creating a graceful world that is distinctly Boucheron. Nature's breath is present throughout the boutique, both inside and out, inviting visitors into quiet contemplation despite its urban setting. At the entrance, a gazebo, a contemporary interpretation of the "Jardin d'Hiver" (Winter Garden) of the Paris Maison, welcomes guests. At another entrance, a Moon Gate, inspired by classical Chinese gardens, stands as a symbol of transition to the next realm.

The first salon inside the boutique is a tranquil space incorporating Feng Shui principles. Woodwork and marble details add warmth, guiding visitors deeper into the space. The central showcase features "Forest of Lingzhi," an artwork by artist Xiao Jin, where the Maison's iconic Serpent Bohème and Quatre collections are subtly displayed. A fantastical dome by painter Claire Nicolas adorns the ceiling, further deepening the natural theme. Further inside, the luminous straw marquetry work by Olga Tjephe and the sculptural bamboo cases by Inkong Lam Ka Yu create a dialogue, connecting French and Chinese sensibilities.

On the second floor, a warm VIP salon retains the charm of Shikumen architecture. It features a space where history and modernity quietly intersect, harmonizing with De Gournay's homage to "A Thousand Li of Rivers and Mountains" and works by contemporary artist Peng Yong.

A Serene and Rich Immersive Experience Connecting Paris and Shanghai

At "The Grand Halls" in Shanghai, the venue for the opening event, the Maison's world was brought to life through immersive installations. The entrance featured Verde Alpi marble reminiscent of the Place Vendôme boutique and straw and bamboo marquetry symbolizing the emerald cut, initiating a quiet dialogue between Paris and Shanghai. In the first space, historical footage of Place Vendôme and Xintiandi was projected onto curved walls, echoing the memories of these two districts that have nurtured culture since the mid-19th century.

The next space showcased archival pieces symbolizing the Maison's four creative pillars – Vendôme, Nature, Innovation, and Couture – offering a place to quietly appreciate the aesthetic that shapes Boucheron.

At the center of the venue, the 2026 High Jewelry collection, "History of Style: Boucheron, Prénom: Frédéric," was unveiled. Four pieces, embodying the spirit of founder Frédéric Boucheron, illuminate the Maison's story, which began at 26 Place Vendôme, from a new perspective.

The venue's design maintained a consistent theme with the Paris presentation, featuring footage from the 19th and early 20th centuries to evoke the atmosphere of Paris at the time.

As guests moved further, the transition of spaces connected Place Vendôme and Xintiandi across time. An installation first revealed the outline of the Xintiandi boutique, then invited visitors inside. At the center, a jeweler's workbench, symbolizing the Maison's ateliers, was set up for a demonstration of the creation of a Question Mark necklace. On screen, Maison ambassadors Zhou Dongyu and Xiao Zhan appeared, weaving a narrative connecting Place Vendôme and Xintiandi. The creation of the Xintiandi boutique involved numerous artisans and artists from France and China, whose craftsmanship was showcased through video.

A Ceremony Connecting the Maison's Spirit to the Future

The grand opening ceremony at the Xintiandi boutique was graced by the presence of CEO Hélène Poulit-Duquesne and ambassadors Zhou Dongyu and Xiao Zhan, marking a glamorous evening. Lighting flowed across the facade, symbolizing the journey from Paris to Shanghai and expressing the transmission of the Maison's spirit across time and place.

On March 19th, an elegant gala dinner, mirroring the one held at the Petit Palais in Paris, took place, featuring archival footage, a model show, and contemporary dance for a special evening.

From Place Vendôme to Xintiandi – Boucheron continues to move forward quietly into the future, while staying true to its origins.

Boucheron Xintiandi Boutique

Address: Huangpu district, TaiCang Road 181 Nong, XinTianDi BeiLi 18 Building, Shanghai China

https://www.boucheron.com/ja_jp/xintiandi-boutique

Boucheron Official Website: https://www.boucheron.com

Boucheron Client Services: TEL 0120-230-441

About Boucheron

Founded in 1858 by Frédéric Boucheron, Boucheron has been passed down through four generations of a family, inheriting a spirit of freedom and style. As the first high jeweler to open a boutique on Place Vendôme in Paris, Boucheron has established its position as a Maison symbolizing excellence in high jewelry and watchmaking. Boucheron's unique style, characterized by a free and bold spirit, has been passed down through generations, boasting over 165 years of history. Currently, Boucheron has over 100 boutiques worldwide and belongs to the international luxury group Kering.