Van Cleef & Arpels Opens Third Boutique in NYC
NEW YORK — Van Cleef & Arpels has opened its third boutique here, housed in a historical landmark at 690 Madison Avenue on the corner of 62nd Street.
“Opening on Madison Avenue is incredibly special for us. This new home allows us to bring our creations and hospitality to a beautiful neighborhood in New York, one that’s new to us but very familiar, of course, to so many of our existing clients,” explained Helen King, president and chief executive officer of Van Cleef & Arpels Americas. “The chance to meet them where they are, in a landmark town house of our own, was an irresistible opportunity.”
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The new location is viewed as a complement to the house’s historical flagship on Fifth Avenue and West 57th Street, which dates back to the 1940s, further evolving the French jeweler’s long history with the city. The original flagship “is one of the most important locations for the maison worldwide, in fact,” King said, adding, “Our intention is for it to remain this way. The addition of our Madison Avenue boutique allows flagship to continue to operate at full capacity while the new town house elegantly underscores our high jewelry expertise in a more personal, intimate environment that pays tribute to our long history with New York City.” The brand also operates a location at Hudson Yards.
According to the Compagnie Financière Richemont-owned brand, every element of the new boutique — from the intricate moldings on the walls and ceilings to the palette of finishes — serves as a testament to Van Cleef & Arpels’ creative DNA. “The boutique is designed to welcome you into a chic, Upper East Side home with a striking Parisian elegance,” the CEO explained.
The facade has been restored, accentuating the historical significance of the building, displaying bricks and lighting, enhancing its architectural motifs, while a metallic screen inspired by the brand’s famed Ludo design touches the exterior windows.
The boutique spans five levels, including a new rooftop space. The first floor was inspired by the energy of the city with double-high ceilings and a large Veronese chandelier and a selection of artwork leading to the staircase. “Our first and second floors are open to all; thereby clients and visitors are welcomed in by a host and will see a selection from all of the VCA categories of creations,” King said, including high jewelry and rare automatons and extraordinary objects for the opening period.
Moving up the curved marble staircase, level two evokes a classic New York City penthouse, with lush green touches and hand-painted flowered wallpaper by Fromental. Here guests are immersed “in an exquisite patrimonial display of some of the most important historical museum pieces from the maison —many with ties to New York,” she said.
Levels three to five are fitted with private salons for one-on-one appointments and will have an ongoing rotation of pieces, including the Heritage collection and unique special orders, the CEO revealed.
The third floor creates an Art Deco-inspired experience, including a central room and display of high jewelry collections. Floor four touches down on nature, a well explored theme within the brand, decorated with hand-painted floral wallpaper. The fifth floor serves as premiere private events space with a fireplace, lounge area, cocktail bar for hosting; it’s adorned with tailor-made wallpaper crafted by local artisans using minerals from the city.
The rooftop will have to wait until spring but will be used as an additional entertaining space and for unique special events.
“The maison first arrived from across the Atlantic at the New York World’s Fair of 1939,” King said of the city. “So, for almost 80 years we have been cultivating and growing our clientele in New York City while also expanding into new cities and countries in the Americas — following the early traditions of the maison who simply opened shops where their first clients lived, traveled and spent their holidays.”
A global destination, the CEO said the New York boutiques cater to clients from everywhere. “The wonderful mix of those who walk through our doors are both new and longtime locals, they’re visitors in town on vacation, and they’re also those who may shop with us in any number of our other locations in this region, or all over the world,” she said. “We take enormous pride in the unique way we host in our boutiques, and I believe that the Madison Avenue location lends itself particularly well to our style.”
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