When is a store more than a store? But rather, an experience? When it’s Lalique’s New York flagship location. After acquiring the iconic Chopard townhouse located at 21 East 63rd Street, the French legacy brand renovated the historic home. The brand’s Artistic and Creative Director, Marc Larminaux, worked alongside Christos Prevezanos, Founder and Principal of the award-winning Studio Preveza to complete this extrodiary space which is a work of art in itself.
Here’s a look inside the extraordinary five-story space.
The Chopard Mansion
Built in 1884, the limestone Beaux Arts mansion took just under two years to renovate. Larminaux tells me, “The launch of Maison d’Artiste marks a bold and visionary step for Lalique. It reflects our evolution from a heritage crystal house into a multidimensional lifestyle brand—one that not only preserves René Lalique’s artistic legacy but also reinterprets it for today’s world.”
But the location is more than just about shopping. “We are telling a story, offering a holistic experience that brings together art, craftsmanship, design, jewelry, fragrance, and hospitality under one roof. It’s an affirmation of who we are and what we stand for,” notes the creative director.
The World of Lalique features a variety of curated spaces including a Salon d’Exploration, Jewelry Salon, Art Gallery, Veranda de’Essences, Lalique Interior Design Studio, and Bar and Lounge.
House Of Lalique
Because the building was originally built as a home, the feeling is simply different than a converted vanilla box retail location. “The inspiration behind the concept was to create a space that evokes the homes of art collectors and artists – a place to experience Lalique in a residential-feeling setting rather than a traditional retail environment,” reveals Prevezanos. “We wanted guests to feel welcomed into a sophisticated private residence where they could discover Lalique’s craftsmanship in an intimate atmosphere.”
From a design standpoint, it’s a true combination of old and new. From the custom chinoiserie wall covering on silk by Fromental, to the plaster walls, and a foyer wrapped in parchment-like paper squares—every element is a work on art in itself. With contemporary touches of crystal throughout—including crystal strips embedded in the foyer walls, as well as custom lighting pieces, each little detail has been carefully designed.
“The wall of lit laurier panels was inspired by René Lalique’s residence and workshop at 40 Cours la Reine in Paris, creating a direct connection to the brand’s heritage. The fourth-floor lounge features a wall of Lalique pieces showing a range from catalog pieces to limited edition artist collaborations, demonstrating how the brand honors its past while embracing contemporary artistic expressions,” says Prevezanos.
The Stairwell
One of the most interesting features of the space is the staircase, which is decorated with a hand-painted mural by New York City native Chris Daze Ellis, who was a pioneer of the early street art movement of the 1970s. With feminine figures, anemone flowers, butterflies, black birds, and raisins, it’s a modern take on the symbolism of the brand.
A New Era of Retail
While there are no current plans to replicate this one-of-a-kind flagship, it marks the beginning of a new era in retail for the brand, explains Larminaux. “Maison d’Artiste sets the tone for the future of Lalique—immersive, collaborative, and experiential. It embodies our ambition to create spaces that inspire and connect far beyond conventional retail. As we continue to expand globally, our focus will remain on crafting environments where people can truly live the Lalique experience. It also signals our growing commitment to design innovation and artistic partnerships, reaffirming Lalique’s position at the intersection of art and luxury.”
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