The story of Van Cleef & Arpels started on Place Vendôme in Paris where the Maison opened its first boutique in 1906. The same year, in the heart of Moscow, between Petrovka and Neglinnaya Streets, grand Petrovsky Passage building opened its doors to the public. The idea of its construction came from Vera Ivanovna Firsanova, the heiress of the famous Muscovite merchant dynasty Firsanov. Passage housed the boutiques of the most prestigious Maisons of that time, and attracted the most refined clientele.
This year, the legendary construction welcomes a new Van Cleef & Arpels boutique, opening the gate to the French High Jewelry Maison universe. The 328 m2 boutique recreates the unique atmosphere of Van Cleef & Arpels with an elegant interior in subtle pastel shades. This refined space is made in the style of a precious garden. One of the Maison’s key sources of inspiration, nature endows its creations with poetry and joy.
The decorative elements create a harmonious unity, and invite visitors to a walk through blooming alleys composed of jewelry creations. The magnificent rotunda at the centre of the boutique is decorated with gold leaf drawings created by French artisans. Light butterflies spread their wings on the golden flowers and for a moment, it looks like they will whirl in a magical dance across this spring decor.
The second floor of the boutique depicts a garden inhabited by graceful paradise birds displayed on silk panels. In this warm ambiance, the Maison’s creations are given pride of place to reveal the quality of their gemstones.
The boutique exhibits the Maison’s iconic Alhambra® and PerléeTM collections, alongside High Jewelry creations, paying tribute to Van Cleef & Arpels’ beloved symbols — benevolent nature with its butterflies, flowers and magic fairies. It also features a space dedicated to the Poetry of Time®, which brings together all of the Maison’s timepieces: the Poetic Complications® watches and the Charms collection, on which a lucky charm turns joyfully around the case.
Following the Maison’s traditions, the new boutique offers a wide variety of engagement rings and wedding bands. Drawing its origins from the wedding of Estelle Arpels and Alfred Van Cleef, Van Cleef & Arpels has been inspired by romantic stories, interpreting love declarations to the language of stones.
With its combination of subtle elegance and contemporary style, Passage boutique provides local and international guests a haven of discreet and refined charm, reflecting the blend of excellence and enchantment that is characteristic of the Maison Van Cleef & Arpels.
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