Everyone is welcome at Van Cleef & Arpels. This is the message the storied French jeweller wants to convey to its clients in Hong Kong – and around the world – with its newly opened Maison at Alexandra House, in the heart of the Central district.
One of only five in the world – the other four are in Paris, New York, Seoul and Tokyo – the Hong Kong Maison was originally located in Prince’s Building, which like Alexandra House is part of the Landmark luxury complex.
Designed by Paris-based Studio Jouin Manku, the two-floor boutique stands out for its striking facade of white stone, decorated with plaster petals. The soft shades of the exterior harmonise with the earth tones of the interiors, where oak panelling, gold leaf and even an indoor garden on the ground floor create a warm and inviting atmosphere.
“It’s a Maison that is open to people who are living [not far away] … to be installed there, to [be anchored], to have the art, to [be] of the place,” explain Sanjit Manku and Patrick Jouin of Studio Jouin Manku in a statement.
Marc Leplingard, managing director of Van Cleef & Arpels, Hong Kong and Macau, describes the Maison as “a lighthouse”. “Whoever enters the Maison may just be discovering the brand or plan on purchasing something,” he says in an interview in one of the boutique’s salons, where clients can arrange private appointments.
A significant portion of the ground floor of the Hong Kong Maison is devoted to temporary exhibitions that explore different themes, with displays showcasing creations dating back to the early days of the jeweller.
“We bring clients into the history of Van Cleef & Arpels, unveiling the universe of Van Cleef & Arpels,” says Leplingard. “Inspiration, shapes, design, aesthetics. And all along the journey you go from the high jewellery patrimony to watchmaking and fragrances. Clients do not know that we actually started fragrances in 1920.”
This educational aspect reflects the democratic approach Van Cleef & Arpels takes when it comes to all its initiatives. Its creations are rarefied objects that a very privileged few can afford, but that doesn’t mean that a passer-by intrigued by the windows of the boutique should feel intimidated about discovering what’s inside.