A cultural dialogue
Just like Salon Piaget, which opened in Geneva in 1959, this boutique is designed to be the perfect place for sharing and conversation. Above all, it embodies a cultural encounter, fusing the architectural aesthetic of the renowned Rafael de Cárdenas with the curatorial perspective of Alexandra Fain, founder and leader of Asia NOW, a unique and socially engaged contemporary art fair. The display of artwork was a must for the Maison, as it echoes the way that Piaget honours era-defining artists, drawing on their genius for inspiration for its own creations, ranging from watches to jewellery. This curation will be renewed once every six months.
During the renovation work, Piaget took up residence in the Piaget Apartment, also located on Place Vendôme – a space furnished with original pieces by Willy Rizzo, the famous photographer and designer. These decorative features, with shapes that are both daring and modern, lent structure to the animated salon, leading to encounters between carefully selected enthusiasts by offering a space for conversation and pleasure. At Piaget, the jeweller-watchmakers themselves have always been elevated to the rank of artists in their own right. Their personal stamp transforms each creation into an authentic work of art, designed to be worn with elegance, day or night. ‘Designed by Rafael de Cárdenas, the concept used for our flagship store marks a new chapter in the Maison’s creative expression. The boutique is a celebration of life, an explosion of light that subtly bears witness to the mastery of gold that has defined Piaget for all these years,’ notes Benjamin Comar, CEO of Maison Piaget.