Maison Boucheron has unveiled its first boutique in Los Angeles, USA, located on the prestigious Rodeo Drive Street, renowned as one of America's largest and most luxurious shopping destinations.
This 5,296 square feet space will serve as Boucheron's West Coast flagship, marking a significant expansion in the U.S. market. The boutique concept draws inspiration from Hollywood's iconic world, with a striking carpet subtly reinterpreting the famous red carpet in a distinctive shade of Boucheron green. This bold feature functions as both a design element and a visual narrative thread throughout the space. Inside, the layout reveals itself through distinct areas that showcase Boucheron's creative vision against the backdrop of Los Angeles culture. The experience culminates in a VIP space designed to capture the exclusive energy of an Oscar after-party, offering clients a discreet yet dynamic environment to discover exceptional pieces.
For Maison Boucheron, boutiques are more than places where to buy jewelry pieces. Since its creation, one of the core values of the Maison has been its family spirit. This warm atmosphere is infused into every boutique, inviting clients to feel at home as they explore Boucheron collections. This concept of welcoming is brought to life through thoughtful design elements and carefully curated details. Boucheron boutiques feature inviting round tables that gather the clients and the advisors. With each new boutique opening, the Maison handpicks unique pieces that contribute to the overall charm and character of the space. Every element is chosen with the same care and attention to detail that goes into creating a home.
The store façade, specially designed for this location, makes a distinctive statement on the prestigious Rodeo Drive. Standing in bold contrast to neighboring boutiques, the exterior draws inspiration from nature interpreted through an art deco lens—a signature theme throughout Boucheron's heritage. The distinctive bas-relief, crafted by Sant'Anselmo in a green terracotta volcanic stone component—the emblematic color of the Maison—embodies the perfect fusion between timeless luxury and California's vibrant energy. Two suspended side display cases showcase Boucheron's iconic pieces, capturing the attention of passers-by and creating a subtle invitation to enter the Maison's universe. The entrance is recessed as an alcove, inviting the client to discover the pieces in embedded showcases.
The nature that we find on the façade continues inside with the bas-reliefs on the wall, crafted by Atelier D'offard, featuring ferns and ivy, evoking Boucheron's connection to nature while creating a vegetal, organic ambience that resonates with the Californian landscape. Directly facing visitors at the back of the room stands a striking emerald-cut shaped focus point: a wall of straw marquetry that draws the eye, its meticulous craftsmanship celebrating a distinctive French artisanal tradition. This area is further enhanced by De Gournay's meticulous embroidery of straw strands within custom niches, featuring motifs that echo the iconic palm trees of Rodeo Drive. Two striking chandeliers designed by French house Delisle extend the space. The same chandelier manufacturer that accompanied the Maison for its Madison Avenue, Ginza and Vendôme boutiques.
The sales room presents a subtle interplay of contrasting colors, with delicate shades of powder pink and lime green creating harmony with the preceding space. Quilted linen cotton seats evoke dense, lush vegetation, adding freshness to the environment. Art Deco influences appear throughout in Boucheron's characteristic clean lines and iconic elements, including a distinctive wall lamp by Pierre Chareau that serves as a focal point. This carefully balanced space invites visitors into an immersive experience where each detail contributes to an atmosphere that feels both warm and considered.
To reach the VIP area, visitors are accompanied by a custom wallpaper, featuring all the advertising campaigns, which became a recurrent theme for the Maison. The stairs transition visitors gradually into a dramatic world, the journey culminating in the VIP Room, conceived as an Oscar after-party club. Muted and warm color palettes in shades of violet, pink and blue create a dramatic ambience, contrasted by silver satin cushions and touches of bitter orange that add dynamic dimension. Above, a fabric-adorned ceiling depicts a starry sky, evoking a magical night. A bespoke banquette encourages conviviality, while a meticulously designed carpet complements the carefully selected materials and textures throughout, with each element contributing to an exclusive sensory and glamorous experience.
Within this exclusive setting, visitors will discover original photographs of legendary American clients from Hollywood’s Golden Age, underlining Boucheron’s special relationship with its American clientele. Among these portraits are Elizabeth Taylor and Rita Hayworth, each displayed alongside the Boucheron creations they personally acquired. Elizabeth Taylor—renowned for her passion for extraordinary jewelry—purchased a complete set of rose quartz, black pearls, rubies, and diamonds from Boucheron’s Gstaad boutique in 1984. Rita Hayworth, another icon of cinema, was gifted several Boucheron pieces by her husband Prince Aly Khan, including a gold and diamond mesh “Col Claudine” necklace in 1948.
The VIP area features work by Laetitia Jacquetton, who turned to object creation after several years in fashion design. Driven by her sensitivity to sculpture and craftsmanship, Jacquetton reconnected with the satisfaction of handmaking by mastering the demanding craft of traditional cane glass blowing. Through a contemplative approach, her creations combine delicately intertwined stones and glass. For her "SOLIDE" piece, she mixed two materials that usually don’t belong together, natural rock and blown glass, creating an unexpected dialogue. This interplay reflects Boucheron’s High Jewelry philosophy: challenging the notion of preciousness, by confronting worlds and materials one could initially think are contradictory. For the Maison, there's no such thing as 'semi-precious' or 'non-precious' materials - it's the dream and the know-how that transform these materials into precious elements.
Address: 449 NRODEO DRIVE BEVERLY HILLS, CA 90210
