Boutique Penelope Jewelry Store by Hatem+D

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To celebrate the company’s 45 years of existence, the owners of Boutique Penelope wanted to not only expand their Place Ste-Foy business in Quebec City but also refresh its brand image through a new store design. Canadian firm Hatem+D Architecture has designed a luxurious experience appropriate for a jewellery store.

Image © Alexandre Guilbeault

The design team has divided the space into three distinct and well-defined zones, each with its own characteristics. The goal was to create a flow between the various spaces while preserving the existing display cases.

Image © Alexandre Guilbeault

The space incorporates a ‘watches’ section, a jewelry area, and a repair workshop that’s cleverly delineated with frosted glass partitions. The front area of the store incorporates the jewelry section, an elegant all-white theme that illuminates the space with its counters.

Image © Alexandre Guilbeault

The back of the store houses the watches section, featuring a sales counter and a screen wall. The black theme of this section creates a lovely balance against the white jewelry area.

Image © Alexandre Guilbeault

The contrast is smoothly interrupted by a champagne coloured gemstone station, a display overhung by a sculptural structure that resembles the facets of cut diamonds.

Image © Alexandre Guilbeault

The space incorporates a white acoustic module with recessed light fixtures creating an elegant contrast to the black ceiling. The large volumes and visual oppositions of this layout all blend together elegantly. Customers are offered an experience that’s both sophisticated and functional, and whose beauty is only matched by the refreshing and refined design.