Van Cleef & Arpels unveils newly renovated flagship store in Geneva at Rue du Rhône

The Rue du Rhône boutique will regularly host patrimonial exhibitions gathering pieces from the Van Cleef & Arpels Collection, as well as creations from the Heritage collection, highlighting them in intimate spaces. The boutique on Rue Robert-Céard, meanwhile, will showcase the full range of contemporary collections within an atmosphere characteristic of the Maison’s poetic universe.

Van Cleef & Arpels which has never ceased to evolve its Geneva boutique throughout the years, is now celebrating over 60 years of history. From its first renovation in 1974 and the launch of “La Boutique” in 1977 to the first presentation of the patrimonial collection in Geneva in 1987, followed by the “Van Cleef & Arpels in Geneva, 50 Years of History” retrospective in 2013, the boutique on Rue du Rhône has consistently kept pace with the Maison’s innovations.

Van Cleef & Arpels newly renovated store in Geneva at Rue du Rhone

The boutique’s entrance on the first floor leads to a majestic floor-to-ceiling wooden bookcase, nestling the boutique’s archives and a collection of precious jewelry books. The curved staircase adorned with aged mirrors invites visitors to ascend to the boutique’s second floor. Arriving at the top of the stairs, one’s gaze is naturally cast to admire the bookcase below, before settling on a fresco in verdant and golden tones. This artistic element, evocative of nature, recalls a window opening onto the distant Alpine peaks.

Visitors then discover the various salons on the second floor, each separated by screens that sparkle in a changing ballet of metal reflections. Among the series of rooms on the second floor, Le Salon 1906, dedicated to the Maison’s traveling patrimonial exhibitions, is an exclusive feature that only a select few Van Cleef & Arpels boutiques in the world have the privilege of hosting.

The tour then proceeds onto the powdery shades of the Salon Poétique. The silk mural that adorns it evokes nature, an iconic source of inspiration for the Maison. Finally, a more confidential area offers visitors a privileged moment to discover the collections.

Van Cleef & Arpels newly renovated store in Geneva at Rue du Rhone

Through these different spaces, all the richness of the Maison Van Cleef & Arpels is expressed amid a palette of beige, powdery, and green tones, illuminating wood and glass accents, inviting visitors to contemplate the High Jewelry, Jewelry, and Watchmaking creations.

To commemorate the reopening of the historic 31 Rue du Rhône boutique, an exhibition entitled “Van Cleef & Arpels, Iconic High Jewelry Creations” will be held in the upper floor salons. It will showcase exceptional pieces now preserved in the Maison’s patrimonial collection, such as the iconic Zip necklace and pieces featuring the Mystery Setting, a technique patented by Van Cleef & Arpels in 1933.

Alongside these, for the first time, archival pieces depicting the privileged ties woven between the boutique and Geneva citizens over the decades will be revealed. For a month, visitors will be able to marvel at historic pieces imbued with the tradition of High Jewelry.

Van Cleef & Arpels newly renovated store in Geneva at Rue du Rhone