By  on April 13, 2005

NEW YORK — In a market overwrought with glitz, the Graff jewelry store in Las Vegas will seem a world apart.

Graff takes the high road with an airy, elegant space distinguished by a graceful, curved, glass facade and Parisian vitrines detailed like jewel boxes. The 1,700-square-foot store is to open April 27 in the new Wynn Resort, where there will be a luxury complex of 30 retailers.

The decision to be part of the Wynn Resort “was almost a no-brainer,” said Henri Barguirdjian, president and chief executive officer of Graff in America. “Wynn will be the most luxurious resort in Las Vegas. We’re in great company,” considering Graff is situated between Chanel and Louis Vuitton and near Dior.

While continuing with the classic elements of other Graff stores — limestone pillars, the trademark lion’s head frontispiece, rotating display cases and the four-color marble floor — the Las Vegas site represents a modern interpretation. It is the first Graff store in a mall setting and not situated on a major avenue. That has required the company and its architects to be extra creative as they seek to balance the Graff heritage within the nontraditional venue.

The store’s 40-foot-wide facade will have a glowing effect, stemming from the illuminated jewelry vitrines inside. The facade, which affords a wide view of the interior, is both transparent and translucent, with the glass etched to look like stone, reminiscent of the signature stone facades at other Graff locations.

Other signature visual elements at the Las Vegas store are the center medallion with a compass point on the marble floor, the freestanding plaster columns and the intricate crown moldings. There are nine standing vitrines, each 4 1/2 feet tall, 3 feet wide and 2 feet deep. There are also six wall vitrines, 2 by 2 feet.

Graff operates three other freestanding stores in the U.S., in Palm Beach, Chicago and New York. There are eight others in Europe and Asia, including one in London, where the company is based. Barguirdjian said the company is seeking a fifth U.S. location, possibly in Beverly Hills, Calif.

There are also Graff boutiques in nine Saks Fifth Avenue stores, each encompassing about 300 square feet. Additional in-store boutiques are planned for Saks in Atlanta and San Antonio this year, and Graff is buying a building in midtown Manhattan for a new U.S. headquarters and for manufacturing.

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