Home Artistic creation The Maison de Seoul by Van Cleef & Arpels is an oasis of nature

The Maison de Seoul by Van Cleef & Arpels is an oasis of nature

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Image: Van Cleef & Arpels

The French luxury jeweler, Van Cleef & Arpels, has announced the inauguration of its latest boutique in the dynamic district of Cheongdam-dong. With this prestigious location, Seoul joins Paris, New York, Tokyo and Hong Kong in the elitist club of iconic Van Cleef & Arpels addresses. In a building entirely designed by the Jouin Manku agency, the “Seoul Maison” presents a refined decor reflecting both the Korean artistic heritage and the sources of inspiration dear to Van Cleef & Arpels.

For this new project, Patrick Jouin and Sanjit Manku are celebrating their sixteenth year of collaboration with the exceptional Frenchman House of High Jewelry. It exhibits a level of craftsmanship that acts as an ode to the brand’s heritage and core values: a demand for excellence, craftsmanship and appreciation of arts and culture, as well as expression of the links between East and West. , embracing and celebrating Korean culture.

Van Cleef and Arpels Seoul Maison Manku Jouin Studio
Image: Van Cleef & Arpels

“With the creation of this new Maison, we are celebrating ever stronger ties with this country, known for a long tradition of craftsmanship that echoes the values ​​defended by Van Cleef & Arpels. Indeed, the boutique was designed to form a union between French jewelery tradition and Korean cultural heritage, and to nurture this dialogue for years to come,” explains Nicolas Bos, Chairman and CEO of Van Cleef & Arpels.

Located on the south bank of the Hangang River, which crosses the city from west to east, the Maison Van Cleef & Arpels in Seoul is distinguished by its large openwork facade revealing a monumental garden. The grille evokes a frame of giant reeds fluidly enveloping the diamond-shaped building, a tribute to the house’s trademark, through which the eye can distinguish the different volumes making up the five levels of the boutique.

Van Cleef and Arpels Seoul House Boutique Location
Image: Van Cleef & Arpels

The interior of the building is bathed in a lush garden which seems to extend through the bay windows, hence the nickname “The Garden House”. A nod to the seven mountains that surround the city, the five storey levels flourish in a lush tribute to nature, a particular source of inspiration for Van Cleef & Arpels since its creation. In collaboration with world-renowned landscape architect Seo Ahn, the garden changes with the seasons and reigns as the driving force behind the boutique’s decor, complementing an assortment of very understated furnishings.

“On five levels, we have designed a dreamlike natural setting with spaces suitable for hosting artistic functions such as exhibitions and conferences, along a route where lively spaces alternate with intimate islands of tranquillity.

– Sanjit Manku and Patrick Jouin

Van Cleef and Arpels Seoul House Boutique Location
Image: Van Cleef & Arpels

The visit continues via a wide staircase leading to the first upper level of the house. Furnished with counters and vertical showcases, the wall and ceiling showcase iconic examples of Korean craftsmanship: hanji, the exacting art of hand-crafted paper. Equipped with a library, it allows visitors to discover the poetic universe of Van Cleef & Arpels through a collection of richly illustrated books, all illuminated by a luxurious glass chandelier.

Under Nicolas Bos’ leadership, we see a brand that is heavily involved in a range of cultural activities, from commissioning dance performances to sponsoring a school of jewelry arts. It is this commitment that fueled the Jouin Manku studio. These cultural alliances are woven throughout the new boutique, with the entire surface of the second level of the boutique being intended to serve as an exhibition space. It is intended to host lectures and conferences organized by L’ÉCOLE, School of Jewelery Arts, with the additional ambition of serving as a platform for Korean artists.

Van Cleef and Arpels Seoul House Boutique Location
Image: Van Cleef & Arpels

The top two levels of the Seoul Maison by Van Cleef & Arpels consist of two exclusive spaces: a private lounge and a terrace. Surrounded by bay windows on all sides, it offers a panoramic view of the city from the lounge area.

Discover “The Fairy’s Journey”, an animated film celebrating the opening of the store. Illustrator and director Julie Joseph created the images for the film in collaboration with creative director Youngee Suh, both of whom are regular contributors to the Maison’s initiatives.

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