At its new boutique in Shanghai, Chopard is showcasing a design concept that the brand describes as chic, elegant, and visually arresting, with saturated hues including a royal purple in its VIP client area.
The store, located in Shanghai’s prestigious Qiantan Taikoo Li shopping center, opened June 28 with a special event including Chopard’s co-president and artistic director Caroline Scheufele and brand ambassador of joy, actress Bai Lu.
Balancing luxury with the modern aesthetic of Qiantan Taikoo Li, the boutique serves as a model for displaying Chopard’s elegant watches and jewelry and focusing on its expertise in jewelry and devotion to craftsmanship, brand representatives tell JCK.
Its location in one of Shanghai’s newest high-end commercial areas—designed to be a destination for business and shopping—is key for Chopard because it sets a tone for giving clients a luxurious shopping experience in one of the world’s most glamorous cities, brand reps say.
The boutique’s exterior starts to tell the brand’s story. Its cursive logo is located above the doors, which are outlined with a dark trim that contrasts with the light tones of the building, drawing the eye to the entrance. For the grand opening, Chopard used a royal blue for a welcoming rug and floral wall, adding to that exterior experience.
Upon entering, clients are welcomed into a large space that Chopard describes as homey and intimate, with light walls, textured wood trim, and soft lighting. Off to one side, clients can catch a glimpse of the exclusive VIP area, which is done in a rich, romantic purple for a sumptuous look.
In the main area, Chopard’s jewelry and watches are inside refined display cases, including a showstopping round case in the middle of the space. At a simple, sleek desk, clients can meet with Chopard representatives to select their next piece.
The VIP area has a more casual feel, with a soft purple couch for lounging as you look at the jewelry. Contemporary artwork on the walls, along with a few display cases, create a comfortable place for clients to relax as they shop.
The Shanghai boutique features the brand’s Happy Hearts and Happy Diamonds collections, which Lu wore during the opening ceremony. Also attending the event were Tasso von Berlepsch, managing director of Chopard China, and Gu Yuzhen, general manager of the new boutique.
Top: Chopard’s newest boutique, in Qiantan Taikoo Li, Shanghai, held its grand opening in late June. (Photos courtesy of Chopard)
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