Hueb, a family-owned jewelry business in Brazil that designs and crafts all of its luxe jewelry in-house, opened its first U.S. store in New York on Madison Avenue. For Hueb’s first foray into this market, global architecture and design firm Callison created a 1,800 sq. ft. flagship boutique reminiscent of Brazil’s lush rainforests.
Callison’s New York office collaborated closely with Hueb to design a space that emphasized the brand’s values and cultural heritage. “The design team was inspired by the aesthetic of Hueb’s handcrafted jewelry,” said Callison Director Tom Pulk. “The concept design dovetails perfectly with their vision for the store through materials that celebrate the stunning Brazilian landscape.”
The Hueb flagship features three distinct spaces: entryway, consultation area and the V.I.P. salon. A luminous, green glass wall panel at the front of the jewelry shop welcomes customers—and its twin at the back of the space draws them through the store, past dark faceted fixtures, around marble consultation tables flanked by oversized leather chairs and into the V.I.P. salon partially concealed by undulating smoked glass panels. A dramatic wall at the back of the salon is hand-painted with a bronze finish with a gold leaf ceiling. Together with plush silk carpeting and exotic Brazilian rosewood ceiling, the Hueb boutique offers a luxurious experience that hints at its tropical jungle roots.
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