In November 2025, the historic Xintiandi district welcomes a new jewel to its streets as Boucheron unveils its first flagship store in China. Marking a pivotal moment in the Maison’s expansion, this Shanghai boutique joins 26 Place Vendôme and Ginza as the brand’s third global landmark.
Housed within a distinctive 19th-century shikumen building, the 3,000-square-foot space is envisioned as an architectural bridge between France and China. The design masterfully preserves the building’s original brickwork and arches while introducing the jeweler's signature Art Deco codes.
True to Boucheron's DNA, nature is the protagonist here. The boutique serves as a verdant oasis in downtown Shanghai, featuring a French winter garden that echoes the glass conservatories of 19th-century Europe. This Western botanical nod is balanced by a secondary entrance honoring classical Chinese gardens, complete with a traditional Moon Gate and flowing water features.
Inside, the cultural dialogue creates a sensory feast. A dramatic staircase features metallic prisms that shift from Boucheron’s iconic emerald green to auspicious Chinese red as guests ascend. The space is curated with exceptional artisanship, including straw marquetry by Olga Thune-Larsen and a celestial painted dome by artist Claire Nicolet.
In the VIP salons, the atmosphere shifts to that of a private family home, adorned with De Gournay wallpaper inspired by Song dynasty masterpieces. As CEO Hélène Poulit-Duquesne notes, this flagship is more than a boutique; it is a commitment to building cultural bridges and sparking emotion.
