Nature weaves through Van Cleef & Arpels’ new Seoul boutique
Marrying Korean artistic heritage with French savoir-faire, the five-floor boutique is the Parisian high jewellery maison’s latest experiential space.
Van Cleef & Arpels recently unveiled its Seoul Maison in the heart of the South Korean capital, in the dynamic Cheongdam-dong neighbourhood. A sight to behold, the building features an openwork facade facing the southern bank of the iconic Han River, offering a mesmerising view especially at night when the 3D woven structure gently lights up the city. The new structure merges the beauty of Korean artistic heritage with the sources of inspiration dear to the heart of the French maison de haute joaillerie.
Designed in its entirety by the House’s long-term architectural partner Jouin Manku Agency, the Seoul Maison is a carefully constructed building, bubbling with the all-important savoir-faire of Van Cleef & Arpels that matches the intricacies of Korean culture and art. The ground floor of the five-storey building welcomes guests into the Van Cleef & Arpels universe — through a luxurious garden brought to life by renowned Korean landscape architect Seo Ahn. The entire building uses 55 types of different shrubs and flowering plants, which exemplify Van Cleef & Arpels’ love of nature.
Juxtaposed against the lush natural elements in the space, the understated furniture of the boutique creates a balanced appreciation of the Van Cleef & Arpels universe, an almost unreal environment made possible only through meticulous attention to detail. Cutting-edge technology meets heritage craftsmanship in the Seoul Maison, as encapsulated in the modern space that allows nature and excellence in jewellery-making to meet.
Van Cleef & Arpels’ regular collaborator and Creative Director Younghee Suh worked with illustrator and director Julie Joseph on a film for the opening of the Seoul Maison. Suh’s knowledge of Korean culture and her artistic eye helped shape the film's artistic direction.
Van Cleef & Arpels’ Seoul Maison is the latest to join sites in cities such as Paris, New York, Tokyo and Hong Kong, adding to the list of the maison's prestigious locations.
