Boucheron has opened its second U.S. store, the next phase of its growth plan Stateside. Located at Fontainebleau Las Vegas, the 1,560-square-foot store offers its own take on the theme of family spirit, which debuted first at the brand’s Paris flagship and was brought to New York for its first U.S. store that opened last month.
“Las Vegas represents a crucial step in our U.S. expansion strategy,” Boucheron chief executive officer Hélène Poulit-Duquesne said. “After New York, Las Vegas is an ideal location as it attracts an affluent, international clientele who appreciate luxury experiences. Its vibrant energy and its position as a global luxury destination make it perfect for increasing brand awareness among both American and international clients.”
The boutique draws inspiration from the Parisian architecture of the company’s historic address on 26 Place Vendôme, where Frédéric Boucheron opened a boutique in 1893. The Las Vegas façade is made of glass prisms in the signature Boucheron green, creating a mirror effect. It incorporates other house codes, such as the grosgrain motif and the emerald cut, evoking the shape of Place Vendôme for a bird’s-eye view.
“Each store design carries the distinctive DNA of Boucheron boutiques while also benefiting from local design touches that reflect the unique character of each city,” the CEO explained, highlighting the theme of family spirit. “This is why we carefully design every boutique to make clients feel at home while exploring our collections, and our Las Vegas one is no exception.”
The brand replaced traditional selling tables with round ones “that bring together clients and advisers in a more intimate setting. We’ve handpicked unique pieces of furniture and decorative elements with the same attention to detail one would use when creating a home.
Boucheron at the Fontainebleau Las Vegas.
Courtesy Boucheron
“For example, in Las Vegas, we looked for vintage pieces of Pierre Chareau (notably two lamps), a French architect and designer, whose work was shown at MoMA. Another distinctive feature of this new boutique is the choice of a vibrant color palette, in order to pay homage to the energy of Las Vegas. We used bright and moiré wallpapers, and lively hues for our furniture,” she said.
The VIP area takes inspiration from the codes of Boucheron’s Jardin d’Hiver, a space from 19th-century bourgeois homes, which accommodates exotic plants all year round thanks to its iron and glass architecture. It was reimagined for Las Vegas with a color palette of metallic, orange, blue and green.
“Our VIP area is a beautiful reinterpretation of Vendôme’s Jardin d’Hiver, but with a distinct Las Vegas twist,” the CEO said. “We’ve collaborated with Atelier d’Offard, a renowned French company, to create a special floral-motif wallpaper that combines 18th-century traditional techniques with modern processes. The space is enhanced by the work of Franco-Swiss photographer Erwan Frotin, whose art beautifully blends botany, arts and color theory. A particularly unique element is the coffee table featuring OSIS, an innovative surface finish by German design studio Ilot Ilov, which uses salt crystals and color pigments on wood to create distinctive patterns.”
With Las Vegas now open the brand continues to push west with a Los Angeles location set to open in 2025.
