Boucheron Shanghai Flagship Is a Verdant Fantasy

By Karen Dybis | March 24, 2026

Boucheron’s first flagship in China serves as a milestone in the maison’s Asian growth strategy and as a superbly crafted space highlighting the work of both French and Chinese artisans.

Boucheron CEO Hélène Poulit-Duquesne welcomed Chinese actors Zhou Dongyu and Xiao Zhan, brand ambassadors for the jeweler, along with other special guests at the 3,000-square-foot boutique’s grand opening earlier this month.

The store is located in Xintiandi, a historic district of Shanghai (whose name means “new heaven and earth”) that’s known for its restored 19th-century shikumen (“stone gate”) houses, which are nestled among modern cafes, shops, and upscale restaurants. Boucheron’s Xintiandi flagship is located inside a shikumen.

BOUCHERON XINTIANDI — *Boucheron renovated a* shikumen, a 19th-century house with stone entryway, for its new Shanghai flagship.

When Poulit-Duquesne joined Boucheron in 2015, she said that Asia and China in particular were priority markets for her. The Parisian brand now has 18 boutiques across mainland China.

“With no footprint in the region, we had to build everything from the ground up. One step at a time, with humility and determination, we gradually communicated who we are, our vision, and what sets us apart,” Poulit-Duquesne said in a statement.

BOUCHERON XINTIANDI gardens — *Lush landscapes around the boutique were designed by the Mingzhu Nerval studio.*

“With each new location, we forge a deeper bond with our Chinese clientele, interweaving the maison’s French heritage with elements of local culture. Yet we didn’t have a street-level flagship in China; this vast boutique in the heart of Shanghai fills that gap.

“This opening isn’t an end point but a stepping stone,” said Poulit-Duquesne. “It sends a clear signal about the depth of our commitment to China. We’ll continue to invest, to build cultural bridges, and to offer memorable experiences, with the constant goal of living up to Frédéric Boucheron’s visionary spirit and pursuing our long-term expansion in China.”

Boucheron’s Xintiandi property includes two gardens, one French-inspired and one Chinese, created for Boucheron by landscape design firm Mingzhu Nerval. Inside the store, every detail is precious and considered. For example, Boucheron employed Chinese bamboo expert Inkgo Lam Ka Yu and straw marquetry artist Olga Thune Larsen to create showcase displays modeled on the emerald cut—one of Boucheron’s emblems.

BOUCHERON XINTIANDI bamboo — *A bamboo-encased display by bamboo artist Inkgo Lam Ka Yu sparks awe with its saturated color and natural beauty.*

Another spectacular design element within the Xintiandi flagship is a ceiling dome, painted in green hues and revealing a forest of animals arrayed in a whimsical pattern.

Boucheron’s Asian expansion includes a Bangkok boutique that opened last year at the Siam Paragon shopping center, with interior design inspired by the jeweler’s French heritage at its Place Vendôme flagship and traditional Thai temples. The company also has a flagship store in Ginza, Tokyo.

Top: Actress Zhou Dongyu (second from left) and Boucheron CEO Hélène Poulit-Duquesne (third from left) were among the ribbon cutters at the jeweler’s grand opening in Xintiandi, Shanghai. (Photos courtesy of Boucheron)