Boucheron unveils its first Chinese flagship boutique in Shanghai

Boucheron is poised to open its first flagship boutique in China, in Shanghai’s Xintiandi district, following its iconic addresses at 26 Place Vendôme in Paris and in Ginza, Tokyo. This third flagship worldwide marks a major step in the maison’s international expansion and forms part of the growth strategy in Asia led by Hélène Poulit-Duquesne, Boucheron’s CEO since 2015.

Boucheron boutique in Shanghai – DR

Founded in 1858 by Frédéric Boucheron, the maison grew through four generations of his direct descendants and has established itself as a leading name in jewellery, high jewellery, and watchmaking. The first jewellery house to open a boutique on Place Vendôme, Boucheron is now part of the Kering luxury group and operates over 90 boutiques worldwide.

The new Shanghai address occupies a historic 19th-century shikumen building in the heart of the Xintiandi district. The 278 square-metre interior is organised around distinct worlds: a winter garden inspired by 19th-century European greenhouses, a Chinese forest installed in the central display cases by artist Xiaojing Yan, and a bridal suite inspired by Yu Garden, a famous Shanghai landmark.

A staircase connects the interior spaces to the VIP lounges, blending the symbolic colours of the maison and of China, and showcasing works by Jonathan Bréchignac. The VIP lounges retain the original shikumen architecture with exposed beams and brickwork, and present works by Peng Yong alongside de Gournay wallpaper motifs inspired by historic Chinese landscapes.

The boutique also features a space dedicated to Asian expertise and archival pieces, offering clients an insight into the history of Boucheron’s ties with China. The flow within the boutique is designed according to Feng Shui principles to optimise the client journey and experience, integrating wood panelling, marble, and French-style furnishings, in keeping with the maison’s DNA.

This opening forms part of Boucheron’s strategy to strengthen its presence in China, where the maison already has 17 boutiques on the mainland, and to marry French heritage with local cultural elements to offer Asian clients a comprehensive retail and heritage experience.