How do you design an identity space when the space itself is already so precious and significant?

Chahan Minassian: "Our goal was, first and foremost, to create a treasure trove for Buccellati jewelry and silverware.

There was no doubt that the heritage of the historic building with its incredible ceilings and floors had to be preserved in view of the design of the new boutique.

Our mission was simply to refresh it and give it a light contemporary mood, so that we could welcome guests and clients in a serene, modern and almost residential space in which to come into contact with the collections."

Buccellati jewels, the prestige of the interiors and the decorative furnishings are the three protagonists around which the project revolves. How did you work to create a synergy between them?

Chahan Minassian: "It was a question of carefully respecting the codes, lines and refined tones of Buccellati jewels and, at the same time, the preciousness of the well-preserved historical architectural elements.

With these priorities clearly in mind, I thought about the concept of residential perception. In the sense that my goal was to propose a lifestyle, even more than just a style.

There is a significant presence of windows in the spaces, useful for enhancing the jewels and suggesting that the customer's attention is catalyzed in those precise points in a more relaxed and refined way, compared to an explicit commercial display".

What approach did you follow to enhance the original historical architectural elements of the building?

Chahan Minassian: "Here, the theme took shape in the ability to integrate the small-scale jewels, namely the Buccellati precious pieces, with the larger scale jewel present in the spaces, namely the architecture of the building.

I wanted to refer to the image of the jewelry box, working with a soft color palette, which would dialogue well with fabrics and velvety details as a backdrop".

How did you select fabrics and materials?

Chahan Minassian: "The materials chosen are largely inspired by the textures of Buccellati jewelry.

Above all, the metallic tones of gold, silver and bronze; but also worked textures and iridescent silks that evoke the universe and craftsmanship of the company."

How does this new boutique differ from more traditional experience stores?

Chahan Minassian: "Here you live a residential experience, so you can take part in a lifestyle and make it your own.

You don't just buy and leave the store. You become part of something.

Of course, the way in which the collections are presented and the way in which the space becomes an accomplice to the product plays a huge role".