RIYADH: French high jewelry label Maison Boucheron hosted a jewelry exhibition at Lakum Artspace in Riyadh, paying tribute to the rich values and heritage of the Kingdom. The stylish exhibition, titled La Maison Riyadh, ran from Oct. 5-7.
Hélène Poulit-Duquesne, CEO of Maison Boucheron, said: “Middle East is a crucial region for Boucheron business-wise. While it is one of the regions in which we have been operating for the longest time — we are actually one of the oldest jewelers established there — it still represents a huge potential and remains a very important part of our customer portfolio. We operate right at the very top of the market, selling to highly educated and savvy collectors who are buying investments, as well as dreams. We are also very proud of our local clientele because they are those who most likely have the best understanding of the Maison, its values and its personality. That is why Boucheron chose the Kingdom of Saudi Arabia to host its first edition of La Maison event in GCC.”
On the occasion of Boucheron’s first event in Saudi Arabia, guests were invited to a “timeless encounter” with the world of jewelry. Style, innovation, heritage and French art de vivre — the main facets of Boucheron’s DNA — were on show throughout this phygital journey. Featuring digital animations, augmented reality try-on sessions and other surprises, the exhibition provided an immersive and interactive experience into the world of the maison.
Before the visit, guests were invited to access a minisite on their phones and to answer a few questions regarding their tastes and personality, in order to create their personal Boucheron style recommendation. At the end of the questionnaire, they received a personal QR code to scan during the physical experience. This unique QR code allowed visitors to enjoy a personalized journey and discover their own Boucheron style.
Visitors were able to discover Boucheron’s fall-winter novelties in a cozy styling room. This warm atmosphere illustrated the maison’s philosophy — Boucheron does not impose but proposes — and encourages everyone to invent their own style. Moreover, guests also discovered iconic jewelry collections such as Quatre, Serpent Bohème and Jack de Boucheron.
The Maison Boucheron archives are acknowledged to be among the most stunning of Place Vendôme in Paris. Visitors discovered this heritage enclaved at the heart of a red lacquered library. This scenography paid tribute to the “Salon Chinois,” a secret cabinet inspired by Chinese style that was commissioned by Frédéric Boucheron, founder of the maison, at the beginning of the 20th century and that still exists at 26, Place Vendôme.
In addition, visitors discovered a collection of heritage pieces from the Art Deco period, such as a diamond and black enamel arm bracelet from 1920 and a diamond and platinum wristwatch from 1929.
Maison Boucheron is engaged in a constant quest for new technical, artistic and aesthetic processes and, over the last 163 years, has been designing new forms of jewelry, by creating daring ways of wearing it and by introducing unusual materials, all of which have made an enduring impact on the history of French jewelry.
In the innovation room, guests discovered how Maison Boucheron combines cutting-edge scientific techniques with the ancestral expertise of its workshops to create the Carte Blanche High Jewelry collection.