Manufacture
MTF provides an exclusive look at the refurbished Chopard Boutique in Harrods, London, in October 2016. This post offers a comparative view of the boutique's transformation from its 2015 design, highlighting the new architectural elements and luxurious ambiance. MTF details the strategic changes, including a private viewing alcove, designed to cater to Harrods' specific high-end clientele, and shares insights from Chopard co-President Karl-Friedrich Scheufele.
Refurbished Chopard Boutique in Harrods, October 2016
Dear forumners,
Our last report about the Chopard Boutique in Harrods of London was in November 2015.
Old Chopard Boutique in Harrods, 2015
Old Chopard Boutique in Harrods, 2015
The old design motifs were based on those from the New York boutique.
The clientele at Harrods are from a particular demographic -- largely from the Middle East and China -- with expansive budgets and expensive tastes.
A select few of the Chopard Boutiques are designated Red Carpet boutiques because of the preponderance of items from that collection as well as the L.U.C watches. The most recent report of that style was about the Chopard Boutique in the Dorchester Hotel, London
Karl-Friedrich Scheufele and Chopard GB team
Last Tuesday 12 October 2016, the Chopard Boutique in Harrods was reopened after months of refurbishment.
Chopard co-President Karl-Friedrich Scheufele congratulated the team for refreshing the ambiance at the boutique.
Your intrepid PuristS moderator was ensconced like paparazzi to capture the moment 
The new layout has sweeping curves that draw customers into the store to get up close to the products.
The rich, red, velvet furnishings look and feel luxurious but the light wooden floor retains the spacious atmosphere.
Perhaps the most obvious change is an alcove at the back left of house that can be discreetly partitioned with heavy drapes for private viewing.
Chopard Boutique in Harrods October 2016
Chopard Boutique in Harrods October 2016
Chopard Boutique in Harrods October 2016
Chopard Boutique in Harrods October 2016
Chopard Boutique in Harrods October 2016
Chopard Boutique in Harrods October 2016
(L-R) Romain Giovannetti (Boutique Manager), Karl-Friedrich Scheufele (Chopard co-President) and Jean-Baptiste Maillard
(General Manager Chopard GB)
We all agreed that the new layout is more conducive for discreet large purchases and spontaneous walk-in traffic.
Of course, Behind the Red Curtain is the desired destination for there is where Chopard fantasies begin.....
If you are near Harrods store during your next trip to London, please do visit the Happy Palace of Chopard and say hello to Romain, Rita and Ruta.
Just don't get the ladies mixed up!
Regards,
MTF
Thanks MTF for another great review. Bill [typographic]
Of course, there are building code restrictions when confined to a fixed space inside Harrods . The old boutique had no private alcove for the ladies from the Middle is the biggest improvement and they could add one more curtain for complete privacy. There are still small adjustments to make like power outlets for the computers and vacumn cleaners (!) or better lighting for the entrance flanking display units. There is no space for the signature mantleplace but at least new artwork has ample wa
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