Boucheron has unveiled its second U.S. store at Fontainebleau Las Vegas, advancing its strategic expansion in the American luxury market. The 1,560-square-foot boutique blends the brand’s signature Parisian elegance with Las Vegas’s vibrant energy, offering a luxurious yet intimate shopping experience.

“Las Vegas is a key step in our U.S. growth, appealing to affluent international visitors who value luxury,” said CEO Hélène Poulit-Duquesne.

Inspired by the architecture of Boucheron’s iconic 26 Place Vendôme address, the store features glass prisms in the brand’s signature green and integrates motifs like grosgrain and emerald cuts. Local touches, including vibrant wallpapers and vintage Pierre Chareau pieces, reflect the energy of Las Vegas while maintaining the house’s family spirit theme.

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Boucheron at the Fontainebleau Las Vegas.

The boutique prioritizes client comfort with intimate round tables replacing traditional selling displays. A standout VIP area reimagines Boucheron’s Parisian Jardin d’Hiver, featuring metallic and vibrant hues alongside custom floral-motif wallpaper and unique design elements like an OSIS-finished coffee table.

With Las Vegas open, Boucheron plans to continue its westward expansion with a Los Angeles boutique slated for 2025.