Van Cleef & Arpels opens new boutique in Amsterdam

In November 2024, Van Cleef & Arpels announces the opening of its new boutique in the Netherlands, on the elegant Amsterdam main shopping street. This carefully chosen location on the P.C. Hooftstraat, close to the great museums and not far from the canals which give the city its charm, promises visitors a wonderful chance to discover the Maison’s High Jewelry, jewelry and watchmaking creations.

Behind the brick façade, the jeweller’s name rises above the two wide front doors and a vast display window. Upon entrance, the 419 m2 shop spreads over three levels, from the basement to the first floor. In a harmonious blend of beige, gold and black with a hint of green, it features signature furniture with a distinctive decorative border and Fromental drapes, recognisable thanks to their plant motifs. Its warm, contemporary style is complemented by details that echo the importance of Art Deco for the Maison. The area is bathed in natural light from an interior courtyard and a glass roof.

The boutique leads into a lobby lit by a Veronese chandelier and decorated with a Fromental panel, inspired by nature. The pale walls, adorned with alabaster and rock crystal wall lamps, radiate soft light. Through the openings, visitors are led into a sober lounge where deep cream-coloured sofas surround a low display cabinet. Three other alcove-like lounges invite guests into the intimacy of their arched walls and comfortable benches. It extends into the basement, inviting visitors to take an open staircase adorned with a minimalist wrought-iron banister to reach a cosy area featuring a bar and a perfume counter displaying a dozen fragrances by Van Cleef & Arpels. An illuminated column, decorated with floral motifs, separates the area into different parts. The upper floor is ideal for private clients, with a relaxing atmosphere, evoking a dining room furnished with a vast oval table in veined marble, and a lounge with rose-upholstered armchairs.