The famous brand Van Cleef and Arpels launched its new boutique in Via Montenapoleone, in the prestigious “golden quadrilateral” in Milan, thus leaving Via Pietro Verri 10, that welcomed it in 2009.
The ribbon cutting ceremony – that in fact originally represented the celebration of a new beginning – now symbolizes for Van Cleef not only a further step towards its refined quest for excellence, but also the realization of a strong bond that harmonizes the beauty of the Maison’s creations with the incomparable elegance of the location, uniting these values, that represent the French brand’s very core, also on a theoretical level.
During the inaugural event which we’ve been invited to, we were able to take pleasure in the location’s magnificent design; almost as if we were in an art gallery, the settings embraced these works of high-end jewellery, creating a beautiful atmosphere, in which the ambience perfectly matched and completed the creations.
The day was spent in an elegant and refined atmosphere, very well organized, revealing a great care for every classy detail. We have been extremely affected by the tricks of the light in the cases on display, inviting us to appreciate the colours and their different shades, such as gold, green, red, silver and blue, which shine from every angle.
We’ve also been drawn to the Alhambra collection:
and the rebirth of one of the brand’s iconic pieces originally created in 1935, the Cadenas watch, unveiled in Geneva during the recent SIHH.
The harmonies of these colours guided us in our walk through the various rooms, that safeguard high-class jewels celebrating the end of spring, as well as timepieces that invite us to appreciate the orderly beauty of the sky’s constellations, and to ponder on the idea of time in its every moment. For this reason Van Cleef and Arpels creations on display here, give us the impression of showing completely the idea of style, of aesthetical taste, and of the shapes that characterize the brand, and which find their maximum expression in the Extraodinary Dials line-up:
A bit further along another case contains the “Complicazioni Poetiche” from Van Cleef and Arpels, in which the maison combined its astronomical dials with the very best of high-end watchmaking.
For this brand, that since 1906 has contributed in showing the world high-class standards, the opening of the new Milan store cannot but express a fundamental step in its personal history. Such as the brand originated from the encounter and marriage of Estelle Arpels and Alfred Van Cleef, so this opening, the celebration of spring-like rebirth, as well as the spacious sitting room in the boutique especially dedicated to luxury creations for brides and grooms, appeared to us as an emblem of the spirit that animates the brand, a tangible and “wearable” statement.
Having had the honour and the pleasure to enjoy for one evening the beauty that was offered to us, we can safely say that with this new boutique Van Cleef’s elegance marks another piece of its history, and all lovers of style should certainly see it, experience it and describe it.
Photo credit: Horbiter's proprietary photo-shooting)
Stefano Geatti @Horbiter – Watches & Luxury
