WRITING A NEW CHAPTER
When you decided to renovate the flagship store at 12 Place Vendôme, what did you want the boutique to say about the House?
The first idea was to bring back the three components—the culture, the heritage and the workshop—from the original boutique. The second idea was to refresh, to bring modernity to 240 years of Chaumet. It was important to respect the history, respect the tradition, respect the longevity. Thirdly, it was to bring back luminosity. The previous boutique was very dark and the flow was poor. We worked hard to reopen many doors and bring back the transparency from the Place Vendôme to the interior.
What makes Place Vendôme so special that it’s like a mecca for jewellery and luxury?
Obviously, everybody is here, from the newcomers to the famous big names who have been here for centuries.
