Monday, May 4, 2015

Piaget inaugurates its new Haute Joaillerie flagship store in Paris

The Maison Piaget has opened its biggest flagship in the world at the beginning of May. Spread over two floors at 7, Rue de la Paix, this new flagship store affirms the unique personality of the Maison, with its rich dual heritage as a watchmaker and jeweller.

A legendary address that has been home to Parisian luxury for more than a century, the Rue de la Paix today enables Piaget to illustrate its motto: “always do better than necessary”. In his time, the inventor of haute couture, Charles-Frédéric Worth, hosted the aristocracy of the period at his house at 7, Rue de la Paix.

Entrusted to the talents of well-known contemporary set designers who bring every new collection to life, the “Vitrine Théâtre” (Theatrical Display Theatre) catches and holds the gaze, like an invitation to discover the entire universe of the Maison, with all its creativity and daring.
Once inside, visitors naturally succumb to the magic of Piaget. Installed over 500m2, of which 320m2 are devoted to virtuoso creations, an unprecedented architectural concept whisks you away to the heart of a fascinating experience. The splendour of the Haute Joaillerie pieces – of which there will be two new collections launched this year – enters into a creative dialogue with Fine Watchmaking, arranged in entirely innovative ways that highlight the absolute modernity of Piaget timepieces.

More than just a boutique, the 7 Paix offers a unique and contemporary rendezvous place of elegance and warmth that all are invited to experience in their own way. Since 1874, the Maison has cultivated a passion for sharing the Piaget spirit nourished by the symbiosis between the Haute Horlogerie and Haute Joaillerie crafts that are the fundamental part of the company.
It is here, at 7, Rue de la Paix, that Haute Couture was born, under the scissors of Charles-Frédéric Worth. Opened in 1858, his luxurious salons became the epicentre of fashion where international jetsetters gathered. The story continues today with Piaget. Spread over 510m2 and created by architect Christine Querlioz from Atelier Sasha, this third millennium sanctuary offers its guests a succession of wonders through rooms designed like those of a stately home.

The creativity and boldness valued by Piaget shine forth from the very façade of 7 Paix. The “Vitrine Extraordinaire” invites contemporary screenwriters to tell the tale of the new collections. When evening falls, the reinvented display windows are presented with a magical light born from the state-of-the-art fibre optics. As soon as visitors step through the door of 7 Paix, they are immediately surrounded by an atmosphere celebrating human craftsmanship. Twenty different skilled hands worked for more than 26,000 hours to achieve this perfection. Laminate oak parquet floors, plaited oak panelling and coffers gilded with a gold leaf dialogue under the refined lighting of handcrafted lanterns made in Murano. A luxurious 3.5-metrestylised chandelier extends an invitation to ascend to the open first-floor balcony. Nearby, the iconic display window irresistibly draws eyes to a one of a kind gold leaf mosaic created by an ancestral Italian family business.
The beauty of 7 Paix is perfectly attuned to Piaget’s style, whose only limitation since 1957 has been to work exclusively with precious materials. Sober or flamboyant, classical or extravagant, each jewellery creation is in harmony with its times. Such as the Possession ring that echoes the skill of jeweller-chainsmiths who, for the past three generations have fashioned gold into flowing dazzling ribbons, hammering or sculpting it as it required.

Driven by the Piaget motto: “Always do better than necessary”, the 7 Paix redefines the very concept of an Haute Horlogerie space. The Métiers (crafts) counters showcase the Manufacture’s calibres: under the guidance of Philippe Léopold-Metgzer, no less than25 ultra-thin movements have been produced over the past few years. Captured on film, the exceptional timepieces reveal their soul and the expertise nurtured in the workshops at La Côte-aux-Fées. A master watchmaker is on hand permanently.

Overlooking an elegant landscaped garden, the Haute Joaillerie area pays tribute to the craftsmen of the Maison. In its magical display windows, an adjustable lateral double light amplifies the magnificence of the two main collections presented each year. Piaget’s iconic cuts, marquise and “jupon”, are magnified by the most delicate settings imaginable, while hard stones are also invited to the party, vividly symbolising the Maison’s boundless freedom of expression.

On the first floor of the 7 Paix, pampered with due pomp and ceremony are especially designed for lovers who will discover the magic of the Wedding collection and the Piaget Passion solitaire, available from 0.3 to any size carat. All along the historic windows, the gallery provides a reception area, ready to host a temporary exhibition, a cocktail or even an intimate dinner.

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