Ara Vartanian’s new store is in Bruton Place, Mayfair area of London – located in the same 19th century building in which Lord Saatchi (founder of Saatchi & Saatchi) lived.
Bruton Place, with its elegant architectural references, is full of historical buildings and close to many important London landmarks.
A few minutes away,one can for example find St. George Church, the London Palladium theatre, the Royal Academy of Arts, Regent Street, Stella McCartney’s store, the Royal Opera House, as well as manyof the best restaurants and pubs in London.
The décor of the 80m2 store is in harmony with the area: the project uses brand elements as part of its displays, Brazilian furniture (modern design from the 50’s and 60’s, pieces from Sergio Rodrigues, Joaquim Tenreiro and Jorge Zalszupin), a carved, curved concrete wall (béton brut) and a Hugo França table created in collaboration with Ara, made from residual wood from an ancient tree and crystal.
The store front at 44 Bruton Place, establishes the Brazilian designer’s relationship with London: a symmetrical grid formed by a structure in industrial metal aligns with the existing buildings in the street. In the centre of the store front, only one vitrine lays out the store’s spatial visual with a museum stand to showcase what the jeweller sees as art: jewellery.The vitrine also allows for the display of art installations, as the one relating to the cosmos, with little astronauts, rocky surfaces and emerald jewellery that orbits around a precious outer space.
After a rigorous selection process (reviewal of different brand profiles, positions, proposals and projects) the council of Mayfair – consisting of landlords from the area – accepted the lease of the property and the Brazilian designer was chosen: his concept of brand / product creation was in line with the neighbourhood profile and the type of business that values handmade and artistic work.