To celebrate the 20th anniversary of the iconic Quatre ring, Boucheron hosted a vibrant pop-up boutique in Seoul, with more to come around Asia. Tatler headed to South Korea’s capital to take a sneak peek
For those who embrace the K-wave, it’s always a good idea to visit Seoul—a city where fashion, food and entertainment intertwine. And there couldn’t have been a better time to be in the South Korean capital than in June, when the French heritage jewellery maison Boucheron had brought its Quatre experience.
Seongsu, the trendy district that’s the embodiment of the city’s youth culture, is known for its vibrant art scene and repurposed-factory architecture. It provided the perfect backdrop for celebrations surrounding the 20th birthday of the Quatre collection, which began as a four-banded ring design in 2004. Product styles in the line have been constantly renewed since, and it enjoys icon status at the jewellery house.
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Beizik Studio in Seongsu is transformed into the Quatre ephemeral boutique (Photo courtesy of Boucheron)
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In March, Boucheron kicked off the celebrations in Paris; it turned its flagship store in Place Vendôme into a Noughties-inspired nightclub, followed by a two-week pop-up boutique. The immersive, interactive Quatre experience then travelled to Seongsu.
On Yeonmujang, a street in Seongsu filled with cafés and pop-ups that’s become a Gen Z playground, the industrial Beizik Studio was covered in digital projections of the latest Boucheron campaign, starring supermodel Anja Rubik. As dusk fell, eager fans waited for their favourite celebrities in the space that’s been “Quatre-fied”—these include South Korean actress and brand ambassador Han So-hee, boy band NCT’s Mark Lee, and musicians Code Kunst and Woo Won-jae.
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