The boutique spans over five levels, the first floor was inspired by the energy of the city, boasting double high ceilings and a large Veronese chandelier for the welcome area. Journeying further through the floor, visitors will discover carefully curated artwork leading to a crafted staircase. The walls are adorned with original mural work by the artist Fresco focusing on subtle textures, from feather-inspired décor to a poetic evocation of the sky. Moving up the stairs, level two echoes a New York City penthouse, with lush green touches and hand-painted flowered wallpaper by Fromental. 

Levels three to five are fitted with private salons. Staying true to the Maison’s identity, level three offers an Art Deco inspired section including a central room and display of High Jewelry collections. By-invitation only, level four takes after one of Van Cleef & Arpels’ most cherished themes: nature. It is decorated with hand-painted floral wallpaper. Lastly, level five is the first private events space of its kind, boasting a fireplace, lounge area, bar for hosting, and adorned with tailor-made wallpaper crafted by local artisans using minerals from the city.

From the moment Van Cleef & Arpels first crossed the Atlantic, it established a special relationship with New York. Members of American high society with a taste for exceptional pieces had already fallen in love with the Maison in Place Vendôme when, in 1939, the Arpels family attended the World’s Fair of New York, where they presented “the Parisian style” in its French Pavilion. The general public was enchanted by the virtuosity of the jewels – which were specially designed for the occasion – and their inventiveness.

Encouraged by that success, the Maison, which had settled in the Rockefeller Center in 1939, opened its boutique at 744 Fifth Avenue in 1942. Located in a magnificent late-1920s building in central Manhattan, this historic address is today one of Van Cleef & Arpels’ emblematic boutiques, symbolizing its enduring relationship with the United States.

As we journey through time, the Maison offers a glimpse of its archives, unveiling a world of creativity and savoir-faire. The Van Cleef & Arpels Collection came into being in the early 1970s, when Jacques Arpels began buying antique pieces emblematic of the Maison’s style, in order to leave a testimony for future generations. 

The Collection as we know it today has pursued that goal, while also encouraging contemporary creation. It now includes over 2,700 High Jewelry, Jewelry, and Watchmaking pieces and precious objects, retracing the Maison's history ever since its foundation in 1906. The above selection of pieces will be displayed for the boutique opening.