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Design showcase: LA flagship for new jewellery brand Âme

New US jewellery brand Âme has opened a flagship store, in the Westfield Century City mall in Los Angeles, designed by Baranowitz+Kronenberg (B+K). Âme has been launched to create a new style of jewellery using only lab-grown diamonds.

The store concept has been conceived with the objective of disrupting and redefining the sector with new levels of customer engagement. Music, scent and touch are all used to present the products, and to help customer explore.

Âme creative director Elinor Avni was keen to break away from tradition in terms of how products are merchandised. Her jewellery designs are showcased in hanging capsules, and in glass cloches that site on metallic display pods.

Each pod has its own unique score, created by musician and DJ Mimi Xu, who has previously worked with fashion brands including Prada and Marni.

Perfume designer Azzi Glasser created a scent for the brand. This is used to create a permanent presence in the store, to amplify the sense of luxury.

B+K describes the store interior as a ‘monochromatic forest’ that seeks to convey a refined simplicity to evoke a passion for craft and hand-made objects. It features a micro cement floor with hexagon-like steel inlays.

The agency worked with London-based specialist Anne Kyyro Quinn to create bespoke 3D felt panels for use along the walls of the store. The panels are set against a reflective stainless steel ceiling and back wall, creating an illusion of depth and height.

“Âme is a new breed of its kind. Unbound by the weight of tradition, it moves forward and introduces the essence of the new and the next for others to follow,” says Irene Kronenberg of B+K.

“Our design redefines high-end jewellery retail spaces as performative platforms for self-expression which are as intense and multifaceted as living in the 21st century. Through our work we seek to celebrate our natural senses and recapture some very basic human values which have been diluted or forgotten by the virtual world we are immersed in.”

Âme’s New York pop-up store will be upgraded into a permanent branch, again designed by B+K, next month.