On March 21st, 2025, Van Cleef & Arpels unveils a new boutique at Lotte Main in Seoul, a space that reflects the Maison’s poetic universe and its exquisite craftsmanship.

Nestled on the 1st floor of the department store, the boutique captivates with its black façade inspired by a Parisian building, embodying Van Cleef & Arpels’ core identity. The esthetic, inspired by the Minaudiere™, highlights the sophisticated yet spirited atmosphere and the newly implemented gradient glass puts an emphasis on delicacy.

Inspired by the Art Deco style, this boutique invites clients to immerse themselves into the Maison’s universe. Soft and delicate hues of the space further illustrate the warm and cozy ambiance, allowing visitors to fully engage in the experience.

In the VIP salon, a vibrant colour contrast and a grid-patterned mirror suggest comfort and privacy. Meanwhile, the library located on one side of the wall introduces clients to the idea of nature and ballet, a preliminary inspiration of the Maison. 

Van Cleef & Arpels’ distinctive identity and heritage has been reflected with refined details, transporting clients in a poetic journey.