Madison Avenue, long known for its prestigious luxury jewelry retailers, is experiencing a renaissance, thanks to a wave of contemporary independent jewelers revitalizing the area. Brands like Foundrae, Sauer, and Irene Neuwirth are bringing a fresh, modern edge to the street, complementing established names like Graff, Fred Leighton, and David Webb.
The latest addition to this fashionable stretch is Van Cleef & Arpels, which has opened a new boutique in a beautifully renovated townhouse at Madison and 62nd Street. Spanning five floors, the boutique blends the grandeur of French high jewelry with a modern luxury aesthetic that is both whimsical and refined. The space, housed in a red-brick 1920s landmark once occupied by Hermès, adds a new layer of sophistication to the neighborhood’s iconic jewelry scene.
Helen King, president and CEO of Van Cleef & Arpels Americas, described the boutique as a reflection of the brand’s “singular universe.” This new location complements the brand’s intimate flagship on Fifth Avenue and its presence at Hudson Yards, offering a distinctive experience for customers. King emphasized that every detail of the boutique is designed to honor the brand’s commitment to craftsmanship, design, and enchantment.
A Modern Take on Art Deco Elegance
The boutique’s interior is a masterclass in art deco design, with sophisticated furnishings and textures that create a seamless flow between past and present. The entryway features a stunning Veronese chandelier, and the soaring ceilings are adorned with silver leaf detailing by Fresco Decorative Arts, which shifts in hue from dove gray on cloudy days to iridescent sage green when sunlight pours in.
The building’s façade is dressed with screens inspired by the design of Van Cleef & Arpels’ iconic Ludo bracelet. Inside, visitors are greeted by a sweeping spiral staircase that leads to the second floor, which has been transformed into a Gatsby-era penthouse sitting room. Here, hand-painted wallpaper by Fromental in shades of pink florals serves as a striking focal point, complemented by showcases of Van Cleef & Arpels’ rich heritage. Archival pieces such as Marlene Dietrich’s famous mystery-set ruby Jarretiere bracelet and vintage dancer clips are displayed like museum exhibits.
Exclusive Salons and a Luxe Bar
The third, fourth, and fifth floors of the boutique feature private salons, accessible only by invitation. The fifth floor, in particular, pushes the art deco glamour to its peak with a luxurious bar designed with fluted fronts and rounded corners. A black lacquer fireplace and a dramatic, gold-edged mirror frame the space, which is furnished with clean-lined lounge seating upholstered in sumptuous celadon velvet.
In the spring, a rooftop is expected to debut, offering a stunning, fairy-tale atmosphere in the heart of New York’s luxury district.
Related topics：