From Oct. 5 to Oct. 7, Maison Boucheron hosted La Maison, a stylish, visionary jewelry experience in Riyadh at Lakum Artspace, a place founded by Neama Al-Sudairi where fashion, design, art and gastronomy come together. As explained by Hélène Poulit-Duquesne, CEO of Maison Boucheron, La Maison Riyadh paid tribute to the values of the Kingdom of Saudi Arabia, which has been shaped by its heritage and its traditions. "Middle East is a crucial region for Boucheron business-wise. While it is one of the regions in which we have been operating for the longest time — we are actually one of the oldest jewelers established there — it still represents a huge potential and remains a very important part of our customer portfolio. “We operate right at the very top of the market, selling to highly educated and savvy collectors who are buying investments, as well as dreams. We are also very proud of our local clientele because they are those who most likely have the best understanding of the Maison, its values and its personality. That is why Boucheron chose Kingdom of Saudi Arabia to host its first edition of La Maison event in GCC,” she said. On the occasion of Boucheron’s first event in Saudi Arabia, guests were invited to a timeless encounter with the world of jewelry. Style, innovation, heritage and French art de vivre — the main facets of Boucheron’s DNA — were on show throughout this phygital journey. The trail was interspersed with digital animations, augmented reality try-on sessions and other surprises, which provide an immersive and interactive experience into the world of the Maison. — SG