AFTER AN extensive redesign, De Beers has debuted a brand-new flagship on London’s Old Bond Street, adjacent to where the luxury jeweller first opened a store on the revered street in 2002.
With natural diamonds and sustainability at its core, the design of the flagship has been inspired by Building Forever — De Beers’ blueprint for creating a positive and sustainable impact that will endure well beyond the discovery of their last diamond.
De Beers Old Bond Street Flagship
De Beers Old Bond Street Flagship
Every aspect of the store, from materials and furniture to the handling of energy, air and water, is geared towards meeting the environmental requirements of the Leadership in Energy and Environmental Design — a certification that provides independent verification of a building’s green features.
De Beers 2.81 Fancy Intense Blue Pear Diamond
“Nature and sustainability were at the heart of the design process as a homage to the natural beauty and wonder of De Beers’ diamonds,” said architect Christophe Carpente at CAPS Christophe Carpente Architecture Interior Design.
“As diamonds are brought to life through light and movement — two keywords driving the store’s energy — we used the most advanced lighting design technology to bring the beauty of De Beers’ diamonds to life. With its organic design shapes and refined luxurious finishes, the store provides a range of both physical and digital experiences enhancing the client voyage through De Beers diamond jewellery. This new store design is a key step in De Beers’ journey to transform its retail experience.”
De Beers Old Bond Street Flagship
Set over two floors, the mighty 250 sq m store offers a comforting and contemporary atmosphere to view De Beers’ most iconic designs, from intricate high jewellery pieces featuring some of the world’s most exceptional diamonds to diamond engagement rings and timeless signature fine jewellery collections, including Enchanted Lotus and Talisman.
Hand-woven fabrics and signature colours — blue wave, white cloud and orange dusk — have been chosen for the furniture, counters and decoration, while an intricate lighting system, designed especially for the De Beers flagship, glimmers off the polish of each diamond.
De Beers 1.04 Fancy Vivid Purple Pink Pear Diamond
The second floor offers private love pods and VIP rooms, and emphasises customer interaction through digital features and exhibition space. Featuring precious artefacts from De Beers’ host countries and archival imagery of copywriter Frances Gerety and her timeless 1947 slogan A Diamond is Forever, interactive displays trace the remarkable history of the storied House.
De Beers 1.42 Fancy Vivid Green Oval Diamond
“We are delighted to open our beautiful new De Beers flagship, just in time for the holiday season. Our new store is a reflection of how we approach everything at De Beers — revealing the different layers of our heritage within a modern context and forever celebrating our exquisite diamond designs and expert craftsmanship,” said Céline Assimon, CEO of De Beers.
To celebrate the opening, Assimon reveals that a new selection of ultra-rare fancy coloured diamonds, called Heritage Master Diamonds, will be exclusively available at Old Bond Street. Highlights of the collection include a rare 1.26 carat fancy intense blue pear-shaped diamond set at the centre of a De Beers Double Aura pendant and an exceptional 1.42 carat fancy vivid green diamond presented in an oval-cut to maximise its unique beauty.
by Joshua Hendren