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LONDON — Geneva-based jeweler de Grisogono unveiled a new-look flagship here today.

Situated at 15a New Bond Street, the 914-square-foot store features three rooms and will carry a range of high-end and haute couture jewelry collections. The Corte room houses a line of jewelry handpicked by founder and creative director Fawaz Gruosi and exhibited within dark walnut cases. The Stanza Del Tempo showcases the brand’s timepiece collections within wall-mounted antique brass display cases and features midcentury chairs created by David Collins Studio. The Grand Sala was designed as a VIP area, to offer shoppers a glimpse of the brand’s world. The room features artwork from the Opera Gallery by André Brasilier and Umberto Ciceri, gold La Murrina, Murano glass chandeliers with midcentury Italian furniture and an antique burgundy marble fireplace.

Gruosi said, “I’m proud that the first of our new flagships is in London, a city that is not only extremely important from a business perspective, but also very close to my heart. The London boutique will showcase a number of high-end and haute-couture jewelry pieces that are created by artisans in our ateliers. London plays a very important role for the market of high jewelry and a large proportion of our unique piece production, which ranges from 350 to 500 unique pieces per year, will be exhibited in the new boutique.”

Inspired by a Florentine villa, the store’s interior design was developed by Gruosi alongside the David Collins Studio. “The creative use of volume, density, interlacing and chiaroscuro are some of the recurring characteristics that Fawaz Gruosi uses in his work,” said Lewis Taylor, design director at David Collins Studio. “We worked with Fawaz Gruosi to translate these concepts into interior architectural elements without merely replicating the jewelry pieces, but creating a space that synergizes and showcases them.”

The Bond Street store replaces a much smaller one on Burlington Street, which has been shuttered. The Swiss high-end jeweler has 17 stores globally with plans to open another location in The Dubai Mall in the United Arab Emirates in March followed by a second store in Paris. The brand cohosted a cocktail party in Paris with couture brand Gyunel last Friday.

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