SHINY OBJECTS: Van Cleef & Arpels celebrated the reopening of its Rodeo Drive boutique after a seven-month renovation and expansion on Thursday night with Benjamin Millepied and his L.A. Dance Project troupe, which performed in a specially constructed outdoor garden. The boutique, an historic Art Deco building dating to 1935, retained its original facade while the interior was refitted to reflect a more residential feel.
“We wanted to modernize but still keep the familiar Deco heritage of the original building. For us, it’s not about making every store the same,” said Van Cleef president, chief executive officer and creative director Nicolas Bos. The new rooms house estate jewelry, watches, high jewelry and the daytime collections, plus two private VIP spaces. Next up for Van Cleef is a renovation of the company’s New York City flagship.
This story first appeared in the November 13, 2012 issue of WWD. Subscribe Today.