Très luxe

Très luxe
Van Cleef & Arpels brings Parisian style to the modern Crystals at Las Vegas’ CityCenter

By Jenny S. Rebholz
March 08, 2010

Studio J, Las Vegas

Just like its signature “Mystery Setting”—a technique whereby gemstones exist to the eye in a closely set pattern without revealing any traces of metal—the new Van Cleef & Arpels boutique at Crystals in Las Vegas’ new CityCenter offers impeccable detail that delivers more than meets the eye.

“We wanted to create an elegant and sophisticated design that also offers refinement and simplicity,” describes Nicolas Bos, vice president and creative director of New York-based Van Cleef & Arpels Inc., a division of Geneva, Switzerland-based Compagnie Financière Richemont SA. “The design is inspired by a Parisian residence allowing clients intimate moments during their promenade through the boutique.”

Taking cues from the façade of the Parisian Rue de La Paix location, as well as details from the London Bond Street location, the Van Cleef & Arpels brand was communicated in a 2,675-sq.-ft. space instead of a typical 800- to 1,200-sq.-ft floorplan. Translating these recognizable brand elements into this larger-scale space in Crystals offers its world-traveling clientele a sense of familiarity in this new flagship location, which was unveiled in December.

The color and finish palette utilizes black-lacquered wood on the boutique fixtures and incorporates gradations of gray, as well as accents of turquoise and the signature Van Cleef & Arpels’ green to create a soft, yet sophisticated effect. Plastered walls, the use of cotton and silk in niche displays, and carpeting in the signature green add to the residential feel of the space. Draperies throughout the boutique combine velvet and sheer silk to create warmth and softness, while allowing transparency. Belgian hard stone and Petra limestone add to the grandeur of the palette, while Japanese and Art Deco inspirations infuse the décor with a warm, inviting appeal.

The fixtures are inspired by the past, yet are designed to resemble residential furniture rather than typical retail fixtures. Rounded details make each case more approachable and attractive to the customer. The lacquered wood is highlighted with a stainless steel reveal and signature Van Cleef & Arpels monogram. The cases are lined with a Majilite textured fabric in a gold hue that adds to the ambience of the jewelry collections. Intermixed with the black lacquer are silver fixtures with silk tassel pulls that offer a touch of glamour and feminine elegance to the store displays.

Niches with turquoise silk panels framed by cotton ribbed fabric wall panels serve as the backdrop for numerous fixtures and product displays. This allows color to be infused into the space while highlighting specific collections.

Focal points designed within the floorplan help guide clients through the boutique, such as the 18-light Baccarat chandelier set in a 14-ft.-high domed ceiling. An Asian-inspired fixture, referred to as the “Kimono,” utilizes mirrored door panels for a dramatic reveal of the product. Oversized archival sketches of the jewelry, antique-designed upholstered furniture and a de Gournay silver-leaf fixture wall in the VIP suites offer additional focal points.

Different areas within the boutique support a storytelling experience and create the intimacy and comfort of a high-end Parisian residence. The design team created merchandise zones, such as bridal, timepieces and men’s collection, as well as seating areas with sofas to allow clients a sense of comfort. “Part of the customer experience is a sense of discovery, and customer service starts with a conversation,” describes Diana Bernal, director of store planning of Van Cleef & Arpels. “It’s all about stories and storytelling. You welcome the visitor or the client and guide them through a story—their story. We bring them to different areas in the boutique so they can visually understand.”

Due to Crystals’ LEED Gold Core & Shell certification, Van Cleef & Arpels felt committed to creating a retail experience that was as environmentally friendly as possible, without compromising the signature boutique experience. Low-VOC paints and adhesives, motion light sensors and high-efficient appliances were some of the initiatives taken to demonstrate a sustainable mindset.

Crystals utilizes skylights to infuse the establishment with natural light. Van Cleef & Arpels was able to take advantage of this source and create a balance of natural and artificial light within the boutique, achieving overall warmth in the space.

While the Crystals location creates a modern architectural backdrop, Van Cleef & Arpels maintains a strong link to its heritage in the design of this new flagship boutique. The intricate details speak to clients and reiterate the company’s legacy.