Conversion of a luxury jewellery store — Goethestraße 18, 60311 Frankfurt am Main — 180 m² — September 2022 — Bucherer AG

Exclusive stage for a new boutique concept

The traditional Swiss watch and jewellery company has presented its new boutique concept for jewellery at a prime location in Frankfurt. As an independent brand, the 180-square meter »Bucherer Fine Jewellery Boutique« makes a statement about the historical roots of the company and confidently places jewellery in the foreground. The renovation has succeeded in creating a luxurious ambience for a unique shopping experience. Bucherer has been relying on blocher partners’ design expertise for more than a decade.

Elegant loft atmosphere

The new boutique welcomes its customers on two floors in an elegant loft atmosphere.
In order to present the products in an optimal fashion, the interior and product designers developed their own filigree shelving system, which is particularly striking because of the wall design.

A dazzling stainless-steel monolith rises from the ground floor to the upper floor through an opening in the ceiling. In combination with an art installation specially designed for the new premises by the Berlin artist Felix Stumpf, it acts as a visual link between the two sections.

Luxurious and intimate ambience

Though cool materials can be found on the lower storey, the comfort level increases in the upper storey, where a high-quality wooden floor and wood-panelled walls provide a warm, apartment-like feeling – the perfect setting for Bucherer’s »Haute Joaillerie«.

A restrained palette and minimalistic elegance run through the entire store, as does a subtle interplay of contrasts between round and square shapes and between natural structures and reflective, metallic elements. The skilful balance of colours and materials creates an iconic set-up for a discerning audience and superb craftmanship.

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