Boucheron, in partnership with Fifty One East, opened a new boutique at Qatar’s Villaggio Mall, celebrated in the Via Domo section with dignitaries such as Jean Baptiste Faivre, French Ambassador to Qatar, and top executives from Boucheron and Darwish Holding, along with elite clients and media.
The launch was part of Maison Boucheron’s recent expansion in the Middle East, establishing its 13th location in the GCC and second in Doha, following the Lagoona Mall boutique opened in 2011.
The Villaggio Mall boutique provides a captivating setting for clients to explore Boucheron’s signature jewellery. Echoing the flagship at 26 Place Vendôme in Paris, the boutique combines the warmth of a luxurious family home with the elegance of traditional French architecture, making clients feel at home.
The new boutique features an exclusive VIP Salon that extends its inviting atmosphere with Art Deco-inspired décor, characterised by bold geometric shapes and colour contrasts. Boucheron, renowned for its extensive Art Deco creations, distinguishes itself as a leader in this style. The VIP Salon, adorned in gold, orange, and blue, showcases bespoke artworks and strong geometric lines reflecting this aesthetic. French illustrator Vincent Roland was commissioned to create four Art Deco illustrations, adding an artistic flair to the space.
To mark the opening, Boucheron showcased the iconic Lierre de Paris question mark necklace, flown directly from Paris. This piece, along with its complementary bracelet, ring, and timepiece, epitomises Boucheron’s innovative approach to high jewellery. Created by Frederique Boucheron, the question mark necklace was a groundbreaking design symbolising women’s independence and freedom, and it stands as a testament to the brand’s legacy of creativity and innovation.
Boucheron’s celebrated jewellery collections are displayed alongside the High Jewellery creations: Nature, Quatre (which marks its 20th anniversary this year), and Serpent Bohème. These collections have established Boucheron as the epitome of French High Jewellery elegance and innovation.
