Boucheron has arrived in the United States – FASHION
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<img alt="An exhibition hall that delivers special experiences in four different spaces. ” src=”https://www.elle.co.kr/resources/online/online_image/2024/10/30/c9fb63f7-5457-4332-841e-febfc5ef2b0e.jpg”/>
An exhibition hall that delivers special experiences in four different spaces.
Boucheron boutique located on Madison Avenue in New York.
An archive piece made by Boucheron for the American McKay family in 1889.
An exhibition hall that delivers special experiences in four different spaces.
Boucheron finally crossed Paris and arrived in the United States. On September 10th, the first New York boutique opened at 747 Madison Avenue. “The United States has always been a special part of the Maison’s history. Since its establishment in 1858, Boucheron has maintained strong ties with the United States and has long had great American families and Hollywood movie stars as customers. “Now Boucheron wants to further solidify its presence in the United States and make the Maison more familiar to Americans.” Boucheron CEO Hélène Poulit-Duquesne said the company has focused on establishing its presence in Asia over the past 10 years and now plans to strengthen its U.S. business. As it turns out, Boucheron, which has historically had a close relationship with the United States, has received praise from prominent figures in the United States. Frédéric Boucheron, the founder of the maison, built his reputation by participating in many international events. Following the 1867 Paris Exposition, he went on to the Philadelphia, Chicago, and New York World’s Fairs, where he won a ‘special award’ and made his name known in the United States. In 1903, Frédéric’s son, Louis Boucheron, established a branch in New York and entered the United States for the first time. In 1912, he established Boucheron Corporation, formalizing business in the United States. Even though there were no Boucheron boutiques in the United States until now, it was surprising that they continued to interact with American customers and received a lot of attention from the media and celebrities. The key elements that made this possible can be said to be the Maison’s values of ‘innovation’ and ‘optimism’. Boucheron, which has expanded its presence by challenging the limits of jewelry, continues this vision and offers wearers free jewelry that matches their style. Based on this spirit, New York’s first Boucheron boutique, which opened at 747 Madison Avenue on September 10, is an Art Deco-style space with special meaning for both Boucheron and New Yorkers, and is a place where all aspects of American and French culture are displayed. It contains elements. In particular, the VIP suite, which realistically recreates 26 Place Vendôme, provides an experience as if you were staying in Paris. Boucheron’s jewelry and watch collections, as well as the heritage collection specially prepared for this opening, also attracted attention, ranging from the Art Nouveau butterfly brooch made famous by Elizabeth Taylor worn at the 1976 Academy Awards to American brands such as MacKay, Astor, and Vanderbilt. The deep ties between the United States and Boucheron were confirmed through archive photos of jewelry commissioned by families. 
An exhibition hall that delivers special experiences in four different spaces.
Quattro 5D memory is on display.
Gwyneth Paltrow appears at the ‘La Maison in New York: An Extraordinary Journey Beginning in 1858’ party.
Anya Rubik, the Maison’s representative face model.
Brand ambassador, Twice Mina.
In addition, to commemorate the company’s entry into the U.S., an event was held to deliver special experiences in four different spaces centered on four unique core elements. A space that highlights the couture heritage of Boucheron founder Frédéric Boucheron, who was born as the son of a dry goods merchant, and a space where the new Carte Blanche OR BLEU collection, which pays homage to water, is displayed, as well as the Quatre ring, which celebrates its 20th anniversary this year. The third space was formed. Lastly, the fascinating space of the Boucheron flagship store located at 26 Place Vendôme in Paris offers a special experience of encountering the French art of living with a winter garden scenery reminiscent of the Jardin d’Hiver. . You should also pay attention to the ‘Quattro 5D Memory’, which was unveiled for the first time in the world through the event. This monumental ring, which extends its homage to water and forever captures the sound of water, developed a sound work together with ‘IRCAM’, which researches sound science, and imprinted sound art on the Quattro ring, breathing new life into it. Meanwhile, an exciting party held at the Cooper Hewitt Smithsonian Design Museum on September 10th during New York Fashion Week also brightened the night of New York, celebrating Boucheron’s successful entry into the United States. The event, ‘La Maison in New York: An extraordinary journey starting in 1858,’ was developed as a moment to showcase Boucheron’s 166-year-old history and the Maison’s central values of couture, innovation, style, and the French way of life. To celebrate this event, Gwyneth Paltrow, Colman Domingo, Hailee Steinfeld, brand ambassadors Mina and Alexa Chung, and the Maison’s representative face model Anya Rubik appeared wearing a variety of Boucheron jewelry that matched their individual beauty. It brightened up the place. They celebrated together the new chapter in Maison Boucheron’s history in the United States.