Take a trip through Vendôrama, Boucheron’s immersive experience of Place Vendôme

Take a trip through Vendôrama, Boucheron’s immersive experience of Place Vendôme

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Text: Milena Lazazzera


Boucheron pays tribute to Place Vendôme for its 160th anniversary with an immersive experience at La Monnaie de Paris

To celebrate 160 years since its founding, Boucheron — ever faithful to its pioneering spirit that looks firmly into the future — has decided to open an immersive experience named Vendôrama at the La Monnaie de Paris (the French Mint) come January, dedicated to the role Place Vendôme has played in the world of jewellery.

Lore has it that in 1893 Frédéric Boucheron chose to open his store on 26 Place Vendôme because it was the sunniest spot, and his diamonds would shine brighter. Many other jewellers would follow, flocking to the beautiful neoclassical square in order to stay closer to the wealthy bourgeoisie taking residence in the area and the Ritz hotel, which, opened in 1898, was attracting international affluent tourists. Over the years, Place Vendôme has established itself as the epicentre of the jewellery world. Today all major jewellery houses have a store along the Place or in its proximity.

Place Vendôme

With Vendôrama, Boucheron promises to immerse visitors into the savoir-faire of jewellery craftsmanship through live demonstrations, workshops and surprises. The storied French house, widely known for the iconic 'Quatre' ring featuring four different colours of gold, chose to stage its very first exhibition at La Monnaie de Paris as it recently funded the restoration of the Mint's gardens, which like Place Vendôme was designed by Jules-Hardouin Mansart.

Boucheron Vendôrama runs from 12 - 28 January 2018 at La Monnaie de Paris