Boucheron opens a Ginza flagship in Tokyo

'From Paris to Tokyo: a cutting-edge and creative journey' is the brand's slogan for the new location.

French jewelry brand Boucheron announced the opening of its second-largest flagship store worldwide. The new boutique opened in Tokyo's Ginza district.



'From Paris to Tokyo: a cutting-edge and creative journey' is the brand's slogan for the new location. For the jewelry house, it is the second most important store after the Parisian flagship.

The area of the new store is more than 10,700 square feet. The space occupies four floors. Boucheron describes the new flagship in Tokyo as "a slice of Paris in the heart of the Japanese metropolis."

"Complementary to our strong existing network of 17 boutiques, the opening of our new Ginza flagship - the largest one after our historic boutique 26 Place Vendome - marks a major shift in our Japanese business," said Helene Poulit-Duquesne, CEO de la Maison.

The facade of the new flagship is adorned with Jardin d'Hiver architectural patterns. At night, a life-size forest appears on the building, and the lighting changes four times to symbolize the changing seasons.

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