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<\/p>\nAra Vartanian is opening a new boutique at Iguatemi S\u00e3o Paulo on Saturday, presenting the space as an extension of the brand\u2019s high-jewelry universe rather than a conventional retail store. The project combines architecture, interior design and cultural references in a 64-square-meter setting designed by Est\u00fadio Orth.<\/p>\n
The boutique uses Cristallo Pettrus quartzite on the facade, along with solid brass, natural Imbuia wood and tapestry inside. According to the company, the stone was extracted using rainwater and solar energy, linking the design to the brand\u2019s stated approach to responsible mining.<\/p>\n
More from WWD<\/p>\n
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A rendering of Ara Vartanian’s new store in S\u00e3o Paulo. <\/p>\n
\u201cThe idea for this project at Iguatemi comes from a very clear moment for the brand. We thought about how to translate the world of jewelry into a space,\u201d Vartanian told WWD. \u201cThe fac<\/p>\n
ade starts with a stone that has both transparency and density. Inside, the wood brings depth in a darker tone. And the metal appears in the details, in the finishes, almost like a guiding thread. There is a technical logic very close to jewelry that also comes through in the architecture. The store has almost the feel of a jewelry box: when you enter, the space closes in, more intimate and contained, creating an atmosphere of closeness and comfort. It\u2019s an extremely precise project, thought through down to the smallest detail and also conceived as a place for gathering, exchange and experience.\u201d<\/p>\n
Inside, the space is organized around natural materials, cast metals and custom millwork, with curved wood elements shaping circulation. A deep green palette and a large-scale tapestry are used to create continuity across the interior, while vintage pieces from Ara Vartanian\u2019s personal collection, including armchairs, sofas and a restored piano, were added to make the boutique feel lived-in.<\/p>\n
Ara Vartanian said the goal was to create \u201ca setting for conviviality\u201d where creative encounters can happen naturally, not just a place to display jewelry. Located at Shopping Iguatemi S\u00e3o Paulo on the second floor, the boutique expands the brand\u2019s presence in a luxury retail destination and continues its focus on authorial high jewelry.<\/p>\n
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