Van Cleef & Arpels is giving Melbourne a taste of its rich 110-year-old history with its latest Paris-infused store boasting enchanting jewellery and stunning watch collections.
The French empire, which was founded in 1906, unveiled its second boutique for Chadstone, the fashion capital of Victoria, Australia, infused with art deco and oriental-inspired details.
The ambience of the harmonious maison transports guests to a French apartment styled with feminine architecture, soft and curved patterns, earthy tones, plush furnishings and elegant drawing room poetics.
Following the wedding of Estelle Arpels and Alfred Van Cleef in 1895, the brand came to sumptuous life, and the newest salon continues to evoke eloquence and luxury
Van Cleef & Arpels, which opened its first store in Australia in 2016, designed the jewellery house to enrich the boutique experience with its large windows, mirrors throughout the space and beautiful symmetry.
On show alongside striking timepieces and intricate engagement rings are the luxury brand’s most precious collections and iconic pieces including the Alhambra (which recently celebrated its 50th anniversary) and Perlée creations. The Parisian addition to Chadstone’s luxury precinct appears more like a luxurious living room than jewellery store with its rose-tinged suede lounges, fresh blooms in blush hues and elegant bookshelf.
Following the wedding of Estelle Arpels and Alfred Van Cleef in 1895, the brand came to sumptuous life, and the newest salon continues to evoke eloquence and luxury – a prestigious blend the world has come to know.
The new maison opened its doors in September, displaying a variety of delicate pieces inspired by nature, couture, dance or imaginary worlds to reflect the timeless universe of beauty and harmony. The indulgent store unveiling follows Van Cleef & Arpels’ opening of its first boutique store in Switzerland – a bright, spacious and elegant “theatre” boasting mural paintings and silky rugs.
High-end luxury brands continue to thrive in the retail economy – a market nationally worth AU$2.2billion – with many luxe labels opening doors across the country. Australia is seen as having a stable economy and rapid growth in tourism from Asia, encouraging dozens of international European brands to expand and tailor products towards millennials.
