We’ve always wondered why storied jewellery house Boucheron isn’t as well represented in leading shopping destinations in Southeast Asia as other leading jewellers, but all of a sudden, it’s stepping up and making its mark. We’re talking the Paris-based company’s newest outpost in the region, and its second after Singapore. Boucheron has made its entrance in Bangkok‘s booming luxury retail scene, securing a unit on the premises of Siam Paragon, one of the city’s leading shopping centres. The store occupies 163 sqm. (1,755 sq.ft.) set across several rooms on the prestigious ground floor, or M Floor in Siam Paragon parlance, rubbing shoulders with the boutiques of many an illustrious name from fashion and lifestyle’s upper echelon. Designed in-house, the splendorous design codes are a fusion of elements of Boucheron‘s flagship store on place Vendôme in Paris and a traditional Thai temple. And the splendour starts right at the boutique’s front door, which is embedded by a façade clad in shiny glass prisms in Boucheron‘s signature green hue, and captured in a so-called grosgrain pattern.

Inside, the aforementioned Thai elements are more prominent. Pristine whitewashed walls are alternated by recessed sections decorated in contrasting colours and rich motifs, while underfoot, parquet flooring is overlaid by large carpets with graphic patterns. It’s a matching backdrop for a series of tightly curated furnishings, including displays and counters with marble tops, paired with seating upholstered in rich fabrics, marble column displays and Thai wooden cabinets. The unadulterated lavishness peaks in the V.I.P. room, thanks to walls covered in fabric panels framed by lacquered timber slats decorative cabochons, colourful seating, a brass coffee table, contemporary floor lamps, and last but not least, large photographs by French photographer Yves-Vincent Davroux. The new Boucheron boutique carries a curated selection of jewellery and watches. Mind you, Boucheron‘s retail expansion continues elsewhere as well—another new boutique has just opened its doors in Los Angeles. © superfuture