PARIS — Chaumet will kick off the New Year with a new address.
While its historic flagship at 12 Place Vendôme gets a yearlong makeover, the high jeweler will set up shop — temporarily — on the Left Bank of the French capital.
The label has settled on a mansion at 165 Boulevard Saint-Germain, where it will host exhibits and events, open to the public, from the beginning of the year.
In a bid to preserve longevity, high-jewelry labels are becoming more adventurous as they try to broaden their audience — and ultimately, their consumers. In another Left Bank example, last year Cartier set up a temporary shop there, built around a coffee bar with a cinema room to one side that showed a short film with local stars Catherine Deneuve and Vanessa Seward.
But the neighborhood is better known for ties with the intellectual set than as a temporary seat for high jewelers decamping from the Right Bank. The theme of the first Chaumet exhibit, which will open in February, is the house’s relationship with writers. The label counted Edith Wharton, Louise de Vilmorin and Karen Blixen among clients.
Chaumet’s Place Vendôme flagship, meanwhile, will close in March as it gets refitted in the house’s new style, before reopening in 2020. Retail space will feature wood carved with leaning wheat stalks and bas-relief tiaras, in nods to historic house references. Workshops and salons on the upper floors of the house will also be refitted.
The revamp comes amid a flurry of activity in the upscale section of Paris that has spilled out onto the Rue Saint-Honoré, with recent examples including Boucheron’s vast flagship and a new Pomellato store.
Not to miss out on traffic flows of locals and tourists during the flagship renovation, Chaumet will also open a temporary space in the neighborhood, on Rue Saint-Honoré, in March.