This fall, Barcelona hosted a major event for the jewelry industry. Last October 19, the festival of reopening of the boutique of Chopard on the exclusive Paseo de Gracia in Barcelona. This is the latest addition to the network of boutiques of the firm and, according to Caroline Scheufele, company co-president and creative director, a “unique home away from home” has been welcomed. A space that the Swiss businesswoman describes to us as “the meeting point between Catalan art and the elegance of Chopard”. Those who immerse themselves in it will be transported to a place where the High Jewelry and the Fine Watchmaking are merged, like never before, with references to the city of Barcelona and the movement art deco Catalana historical period that has marked the innovative design of the new opening.
© ChopardWe spoke with the creative director of the legendary house to find out depth the process of creating the new concept of boutiquewhat we can find inside it and what are the meeting points between Barcelona and the Chopard universe. We also take the opportunity to immerse ourselves in other company milestones, such as the launch of the collections Caroline’s Couture and serve as official sponsor of the Cannes Film Festival. And, of course, we investigate the future of jewelry and watcheshow Scheufele is captivating new generations and what actions Chopard is taking to be part of the global commitment to sustainability and transparency.
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© ChopardHOLA.com: First of all, Ms. Caroline, how do you feel after the reopening of the boutique from Barcelona?
CAROLINE SCHEUFELE: Very excited! On October 19 we inaugurated the recently reopened boutique from Barcelona. Located on Paseo de Gracia, it presents a new concept and innovative design inspired by the city and movement art deco Catalan. It is the latest addition to our boutiques Chopard, which we always conceive as a unique and warm home away from home.
What will potential customers find when they enter the new boutique? What kind of experience awaits you inside?
Restored in harmony with its surroundings as an authentic family home, our new boutique It has a unique design that evokes movement art nouveau Catalan, of which Antoni Gaudí was one of the most influential architects. This boutique Barcelona is the meeting point between Catalan art and the elegance of Chopard.
What does Barcelona share with the Chopard universe?
The sense of creativity and spirit joie de vivre; Barcelona is full of art and architecture that have given rise to historic design movements. Additionally, there is a vibrant energy in the city that I think echoes Chopard’s life-embracing attitude.
© ChopardWhat was the process of creating the boutique to exhibit Fine Watchmaking and Fine Jewelry with references to Catalan modernism?
The goal was to create the perfect showcase for Chopard’s iconic creations while paying tribute to the craftsmanship and unique design of Catalonia. As a first impression, in the lobby, the marble floor comes entirely from Spain: white marble from the province of Almería and reddish marble from Alicante.
It is an echo of the use of red brick stones that were often used in buildings of the heyday of art nouveau Catalan. This area is dedicated to showcasing Chopard’s expertise and craftsmanship in the art of Fine Watchmaking. Then, upon entering the main room, you can see the marquetry of the parquet, made with oak wood in two different tones, reminiscent of Catalan mosaics. The mix of historical ornaments and luxurious details creates a sophisticated atmosphere of timeless beauty, perfect for displaying the women’s collections of the company. Houseas Happy Sport, Ice Cube, Happy Hearts and Happy Diamonds Icons, among others.
In addition, we have a beautiful room VIP on the first floor dedicated to High Jewelry that displays a magnificent marquee inspired by Catalan modernism and pays tribute to Gaudí’s era with a modern touch.
© ChopardWhich of these references do you stick with and which one do you feel most identified with?
I am especially sensitive to our reference to art nouveauknown as Catalan modernism, which embraced natural curved shapes and intricate designs. One of the design details I like the most is our homage to hand fans: they are an essential part of Spanish culture, especially among women. As symbols of femininity, fans often featured elaborate decorations, such as floral motifs, prints inspired by nature, and scenes from everyday life.
© ChopardWe know that there is a VIP area dedicated to the High Jewelry exhibition. How has it been thought? What will we find different in it?
The stairs lead to the third space, the VIP room, which I especially love. The mirror on the stairs creates an immersive atmosphere, while the bronze texture adds a distinctive visual effect, which is a subtle hallmark of the stairs’ design. boutiques Chopard. The VIP room itself is a vibrant space dedicated to our High Jewelry collections.
The marquee’s asymmetrical stained glass mosaic pays homage to Gaudí’s era with a modern touch, and is inspired by the facets of a diamond that reflects light in a multitude of colors. Designed by one of the artisans at the Chopard Geneva workshops, this beautiful canopy embodies the precision and mastery of Chopard’s High Jewelry creations, where each piece is testimony to a commitment to excellence. Skylights allow light to enter from above, creating an elegant and contemporary environment.
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© ChopardMore milestones of the Chopard universe
How did the idea of presenting Chopard’s new products with Haute Couture shows come about?
Haute Couture and High Jewelry are like two sisters; both share the same founding values of virtuous handmade craftsmanship, precious materials and unique pieces. I always thought it would be perfectly natural to merge them and I have really enjoyed designing the collections Caroline’s Couture.
Chopard and the Seventh Art: the brand is the official sponsor of the Cannes International Film Festival, what does this mean for the company? What does the Seventh Art offer Chopard?
When I was first asked to redesign the iconic Palme d’Or trophy for the festival, I was extremely excited. Twenty-six years later, our collaboration with the Cannes Festival is one of the highlights of our creative process, as it gives rise to our High Jewelry collection. Red Carpet. Unveiled every year on the red carpet, worn by the most glamorous actresses and celebrities, it is a fabulous international showcase for Chopard; the whole world is watching us! I am passionate about the seventh art. Cinema is an inexhaustible source of inspiration.
© Getty ImagesChopard’s past, present and future
How would you say jewelry has evolved since Chopard came on the scene?
I’d like to think we’ve infused a fresh, more playful interpretation of jewelry with designs that are feminine and absolutely wearable from day to night. Our happy attitude fosters a positive and carefree outlook, something that was not necessarily shared by the Houses more traditional.
Where do you think jewelry and watches meet?
Craftsmanship excellence and respect for our artisans are timeless Chopard values that will never change. On the other hand, we have evolved over time and with the changing expectations of our clients.
© ChopardDo they both have the same value as a few years ago? How does Chopard address the new generations?
We have been pioneers in meeting the demands of a younger generation of customers, specifically Millennials and Gen Z: they especially aspire to authenticity and quality, and this is part of our DNA. One of our proudest achievements is our long-term commitment to sustainability and transparency, which we call The Journey to Sustainable Luxury.
How did Chopard immerse itself in sustainable luxury? How has the process of creating the pieces changed with the artisans taking into account the change in production?
We envisioned our transition to sustainability in 2013 and have never looked back since. One of our milestones was sourcing 100% ethical gold starting in 2018. This means that all gold used to make our watches and jewelry is either certified recycled gold or responsibly sourced through partnerships with accredited artisanal mines. For our artisans, knowing that the precious materials they make are sustainable gives them a sense of pride and confidence in Chopard’s values.