Brand to gradually roll out design based on NY store to all boutiques.

Chopard has revamped its boutique in The Wonder Room within Selfridges department store in London to fit with a new decoration concept that the luxury brand is currently rolling out to all of its boutiques.

The new decoration concept implemented at Selfridges was created by French architect Thierry W. Despont. It was first unveiled at Chopard’s store on Madison Avenue, New York, in 2007 and the brand is now gradually rolling it out to all of its stores worldwide, new shops and existing locations.


As well as The Wonder Room at Selfridges, Chopard’s boutique on the Rue du Rhone in Geneva has also been fitted out with the store design concept, which uses light-toned wood, premium leathers, silk and velvet.

A statement from Chopard said: "Thierry Despont has chosen to maintain the plush, comfortable charm of the former boutiques, while modernising it to create the feeling of visiting a beautiful private home with well-defined areas accommodating haute joaillerie creations, watches and accessories. He has done so while focusing on a sense of intimacy conducive to enabling customers to stroll in a relaxing manner. Each detail of these points of sale has been thought through in conjunction with Caroline Scheufele, co-president of Chopard and head of the brand’s distribution network."

Scheufele added: "With these new environments, we want to encourage our clients to discover the multiple facets of the Chopard universe.”


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