Boucheron opens first flagship in China’s Shanghai

It is the brand’s third flagship worldwide.

French jeweler Boucheron has opened its first flagship store in China, located in the historic Xintiandi district.

The 278-square-meter boutique is the brand’s third flagship worldwide, following Paris’ 26 Place Vendôme and Tokyo’s Ginza store.

Housed in a restored 19th-century shikumen townhouse, the boutique blends French Art Deco design with traditional Chinese architecture.

Brick façades, arches, and neoclassical details meet Chinese spatial rhythms, creating a space that shows Boucheron’s balance of heritage and innovation.

Inside, metallic prisms line the staircase walls, colored Boucheron green on one side and red on the other, symbolizing a dialogue between the two cultures.

Nature plays a key role as the main entrance features a glass-and-iron gazebo inspired by the Place Vendôme Jardin d’hiver, whilst the secondary entrance incorporates a classical Chinese garden with a Moon Gate, water features, and stone mosaics.

The boutique follows Feng Shui principles to guide the flow of light and energy. Artworks and installations by Xiaojing Yan, Huihui, Claire Nicolet, Olga Thune-Larsen, and Inkgo Lam Ka Yu highlight nature, sustainability, and craftsmanship, while the bridal room takes cues from Shanghai’s 450-year-old Yu Garden.

VIP salons upstairs combine historical and contemporary influences, featuring De Gournay wallpaper based on Wang Ximeng’s 12th-century masterpiece and cityscapes by Peng Yong.
\