Source: Images and content by A NEW FLAGSHIP BOUTIQUE OPENS IN THE HEART OF BEIJING @ Jaeger LeCoultre.
Design inspiration from the Vallée de Joux
A powerful expression of the home of La Grande Maison in the Vallée de Joux, the façade is clad in glass shingles inspired by the tavaillon (wooden tile) cladding that is used on traditional buildings in this area of the Swiss Jura to provide protection from the harsh winter climate.
Inside the boutique, references to the Vallée de Joux’s natural beauty include organic materials, clear, natural colours and carpet designs inspired by trees, rocks and minerals. An art installation commissioned from Chinese contemporary artist Tu Juan captures the spirit of the Vallée de Joux in winter, when it is enveloped in snow and ice. The overall effect is airy, warm and welcoming, inviting visitors not only to discover Jaeger-LeCoultre’s timepieces but also to explore the entire world of La Grande Maison. The decor also incorporates subtle nods to Art Deco, a design language close to the heart of Jaeger-LeCoultre as it represents the origin of the Reverso.
