Vashi, the bespoke fine jewellery company, has opened a magical concept store in London’s Covent Garden – a flagship for the brand and the place to discover treasure
Vashi is all about bespoke fine jewellery, and also transforming the process of co-creating and buying treasured pieces, so its amazing new flagship concept store in Covent Garden Piazza is good news for anyone hunting for the perfect engagement ring, wedding jewel or love token.
The company is on a mission to do things rather differently, so expect an experience. Key features of the store include an in-store bar and an interactive installation where customer love stories are the stars. The concept behind this amazing space – designed in partnership with New York-based creative studio Mythology – is of an artist’s studio. Makers’ benches in the windows, visible from the streets outside, show the process of transforming jewels and precious metals into finished fine jewellery pieces – showing the artisanship and creativity of jewellery creation.
Interaction, another key element for Vashi, is also showcased by the Covent Garden store. The customer journey extends all the way from personalising a collection piece to designing a unique bespoke treasure from scratch. Collaborative spaces include private consultation rooms (our hot tip for an unforgettably romantic date), bespoke lounge bar and seating area and ‘lab’ space. All of this adds excitement and originality to the jewellery sourcing journey.
Most romantic of all is the giant ‘Love Stories’ installation spanning both floors of the store. This is the space where customers can place their messages for all to see. This has been created in partnership with Field.systems, a specialist in visual comms for the likes of Nike, IBM and Maserati. It’s cutting edge stuff, but also likely to stop shoppers in their tracks to go a little dewy eyed as they engage with real-life love stories writ large across the store. Customers are invited to leave their messages and also interact with what they see on the screen.
The excitement and the openness of the store are sure to make it a destination for lovers, and jewellery lovers – and brand founder and CEO Vashi Dominguez believes that London’s new concept store is very much in tune with the times. He says: “The world has changed and jewellery has to change with it. With the new Covent Garden store, we have created a retail concept that we think people will want to spend more time in. We want jewellery to be accessible, interactive and, most of all, personal”.
Vashi Covent Garden is located at 12 The Piazza, London WC2 vashi.com
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