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WITH CASA PANERAI, WE SUPPLY A SECOND RICHEMONT GROUP BOUTIQUE ON THE CHAMPS-ÉLYSÉES
Luxury goods group Richemont has chosen our agency to design 'Casa Panerai', the new boutique for the eponymous watch brand, located at 120 Avenue des Champs-Élysées. This is our second project for the Group, following the Montblanc boutique at 152 Avenue des Champs-Élysées in 2022.
The agency's Hospitality division took charge of all the work, from cleaning to finishing touches, to restore the 310 m2 space's character while adding a touch of modernity. The work lasted eleven months, from January to November 2023.
Luxury watch brand Panerai now has a new boutique to welcome its customers on the world's most beautiful avenue. Nestled in a historic 19th-century building and spread over three floors, Casa Panerai becomes the brand's showcase in France.
We supported the brand in transforming this space by retranscribing its history - facades and interior trim have been restored to their former appearance - while respecting Panerai's iconic hallmarks: adventure, exploration and modernity.
"The showcases display both contemporary watches, symbols of modernity, and period pieces embodying the brand's history," explains Lucy Alcover, the architect who worked on the project. explains Lucy Alcover, one of the agency's architects involved in the project.
"For Casa Panerai, we wanted to push the customer experience and 'discovery' to the maximum," adds Alexandre Auxerré, the A26 architect who also oversaw the project.adds Alexandre Auxerré, A26 architect who also oversaw the project.
Photo credit: Mattia Aquila
The relationship between history and modernity is also reflected in the work carried out on the exterior. Previously concealed, the historic ashlar cladding has now been restored. The double skin installed by the previous tenant has been removed to reveal large period windows. Inside, a bespoke staircase designed by a wrought-iron craftsman links the different levels, while contemporary furniture adorns the space.
This is the second luxury project we've signed on the Champs-Élysées for the Richemont Group, after delivering the new Montblanc boutique in 2022.
Photo credit: Mattia Aquila