Swiss luxury jeweller and watchmaker de Grisogono has opened a new flagship store in London, UK. 

Located in Mayfair at 15a New Bond Street, the store features an interiors concept developed by de Grisogono founder Fawaz Gruosi in collaboration with London interior architecture practice David Collins Studio.

Spanning an area of 85 sq m, the store’s concept expresses the energy, craftsmanship and detailing of the jewellery and watch collections designed by Gruosi. The store utilises classic details and proportions juxtaposed with modernist furniture pieces.

The interior design subtly references the aesthetic constants of de Grisogono’s iconic jewellery within the interior architecture and furniture. The elegant wrapped metal framing that features throughout the store and connects the interior with the jewellery is based upon the house’s iconic interlaced Allegra jewellery collection.

The three rooms of the store - the Corte, the Stanza Del Tempo and the Grand Sala - each have a specific purpose.

The Corte showcases a collection of jewellery personally chosen by Gruosi. The room has been realised in amythest tones and shimmering white, with panels of amythest dyed shagreen referencing the material’s use by de Grisogono. Polished dark walnut vitrines showcase the jewellery, which imbues the space with life.

The Stanza Del Tempo celebrates the brand renowned timepiece collections. The room is dark and dramatic in contrast with the other spaces. Wall mounted, cantilevered vitrines in antique brass sit against wood veneer marquetry walls showcasing the innovative and unique de Grisogono timepieces.

The Grand Sala is lined in pistachio-coloured silk. The drawing room has an intentional residential feel and invites the guest into the private world of de Grisogono. Gruosi has curated artwork from the Opera Gallery by André Brasilier and Umberto Ciceri and two gold La Murina, Murano glass chandeliers, each one m in diameter, and a selection of mid-century Italian furniture.

“The London boutique will showcase a number of haute couture high jewellery pieces that are created by artisans in our ateliers,” says Gruosi. “The combination of unique designs, traditional high jewellery techniques and our creative approach will enable us to continuously surprise our customers. London today plays a very important role for the market of high jewellery and a large proportion of our production, which ranges from 350 to 500 unique pieces per year, will be exhibited in the new boutique.”

Lewis Taylor, Design Director at David Collins Studio, comments: “de Grisogono stands apart from its contemporaries with its innovative jewellery art-pieces. The creative use of volume, density, interlacing and chiaroscuro are some of the reoccurring characteristics that Fawaz Gruosi uses in his work. We worked with Gruosi to translate these concepts into interior architectural elements without merely replicating the jewellery pieces, but creating a space that synergises and showcases them.”

Founded in 1993, de Grisogono has created a self-assured and instantly recognisable style that is expressed through watch and jewellery collections. Each creation is unique, while bearing the distinctive signatures that reflect the spirit of the maison. Over time, its collections have become icons and sources of inspiration in their own right.

David Collins Studio is the award-winning and market-leading interior architecture practice that realises creative and inspirational hospitality, residential, and retail projects worldwide. It is a globally recognised brand and an expert in contemporary luxury and design.