PARIS — Chaumet has opened a temporary shop on the Rue Saint-Honoré, the buzzy, upscale thoroughfare running along the Right Bank in Paris, a stone’s throw from its Place Vendôme flagship which is undergoing renovation.
Located at 392 Rue Saint-Honoré, the pop-up store is positioned to tap into the flow of luxury shoppers that flock daily to the neighborhood’s high-end destinations including Chanel, Louis Vuitton and Boucheron flagships.
The LVMH Moët Hennessy Louis Vuitton-owned label is refitting the various floors of its Place Vendôme address, with plans to add bas-relief tiaras and carved wheat stalks to the ground-level store, while also refurbishing the workshops and salons on the upper floors of the house.
High-end jewelers around the world are revisiting store formats to make them welcoming, distinctive and picture-ready for social networks in order to stand out in a digital era, where choices have multiplied for consumers, adding pressure on brands to find ways to stand out.
Chaumet earlier this year ventured into the Left Bank of the Paris capital, a neighborhood known as a stomping ground for intellectuals as much as a shopping destination, where it hosts exhibits and events, open to the public.
The first exhibition, which opened in February, explored the relationship between the house and intellectuals, showing images of Louise de Vilmorin at the opera carrying a gold and sapphire Chaumet bag in the Fifties, and a page from an order book in the Twenties showing house purchases by Edith Wharton — where one can discern the word “diamonds,” in the lines of old script.
“Each floor we chose different literary figures who were either clients of the house or writers who had written about the house, like [Honoré de] Balzac,” said Jean-Marc Mansvelt, chief executive officer of Chaumet.