What do an Apartment and a secret garden have to do with luxury?

IF EVER there’s a need for proof that luxury brands are intensifying their laser-like focus on top spenders, just take a look at what they’re rolling out in their boutiques. And a key part of that shopping experience? A gentle retelling of their origin stories.

Louis Vuitton kicked the year off with the official opening of their Apartment retail concept last month, one of the first of its kind in the world. Located at its revamped store on the second level of Takashimaya Shopping Centre, the temple of luxury comes with the space, privacy and exclusivity that top-tier clients would appreciate.

But lest you forget its roots, it is also part mini-museum.

Paying homage to its travel heritage, guests enter the 7,427 square foot (sq ft) Apartment via a vestibule decorated with hot-air balloons holding its iconic trunks. A highlight here is a restored 1924 Monogram hat trunk on which each Monogram was hand-painted. The piece was purchased from a department store in Los Angeles, at a time when the French brand only had its own boutiques in Paris and London.

Turn to the left and you enter a space dedicated to items carefully chosen from Louis Vuitton’s archives to showcase its innovative spirit, long association with travel, and collaborations with various artists.

Now that guests have a better appreciation of the brand’s history, they can head to the rest of the Apartment, which features a main hall and archways that lead to different spaces, including three salons that can be closed off.

The main hall carries the latest ready-to-wear collections and features interior design conceived and executed by French designers and artists. In particular, plaster frangipani trees handcrafted on site grace the curved walls, inspired by Singapore’s reputation as a Garden City.

The plaster frangipani tree, surrounded by walls in an orange gradient hue named “Singapore Sunset”, is another focal point of its main salon. This very feminine space with plush seating is where clients can browse the latest collection of women’s ready-to-wear and evening gowns – including those which cater to clients with a preference for quiet luxury.

The second salon is dedicated to men’s ready-to-wear collections and sports Louis Vuitton’s signature Damier design in plaster on its walls, with custom-made carpeting in a pattern inspired by sea waves.

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Magnificent wonders, dazzling discoveries

Finally, the third salon showcases a permanent collection of the maison’s high jewellery and high watches, selected from a larger collection that travels around the world. Also in this room, decorated with metal mesh panels and Damier plaster walls sprayed with gold powder, are its leather goods.

Visits to the Apartment are by appointment only. Call 6788 3888 or make the appointment online via https://ap.louisvuitton.com/

Meanwhile, across town, Van Cleef & Arpels on Feb 1 opened a new boutique and exhibition area at Raffles Arcade.

Called Les Jardins Secrets (French for “the secret gardens”), entry into the luxury brand’s exhibition room is via a secret door in the store. Incidentally, the French jeweller, which was established in 1906, also drew inspiration from Singapore’s stature as a Garden City for its scenography filled with floral and nature-inspired graphics.

Given the 678 sq ft exhibition area vis-a-vis a tiny retail space of 172 sq ft, it’s clear the priority at this location is to educate visitors about the maison’s heritage and craftsmanship.

Its first exhibition, Precious Nature, features 15 pieces of high jewellery from its patrimony collection, as well as seven exquisite pieces on loan from private collectors, namely two Singaporean sisters.

There are necklaces, earrings and brooches showcasing Van Cleef & Arpels’ famous Mystery Set invisible setting, accompanied by a copy of the patent awarded by the French government in 1933 for the technique. It takes 20 years of experience for one of its craftsmen to become a Mystery Set artisan, so jewellery created using the technique is extremely limited and highly coveted.

In addition, there are surprises in the exhibition. These include a Christmas rose clip and earrings sculpted in wood, a powder case from 1948, and a gorgeous Balinese dancer clip in yellow and white gold from 1969. The latter features cultured pearls, rubies, diamonds and details such as an arched foot.

A new exhibition will be mounted every six months, with the current one running till Jun 16 from 11 am to 8 pm. Admission is free and available via registration at https://bt.sg/Sqfz.