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Joyería Peyrelongue Masaryk
Joyería Peyrelongue Masaryk
Mexico City, Mexico
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Other Projects by GERARDO GARCIA STUDIO
Joyería Peyrelongue Masaryk
Mexico City, Mexico
Type
STATUS
Built
YEAR
2021
SIZE
5000 sqft - 10,000 sqft
BUDGET
$500K - 1M
In collaboration with Veronica Peyrelonge
Peyrelongue Jewelry is located in Mexico City, on one of the most exclusive thoroughfares in the metropolis, Avenida Masaryk. Originally intended to showcase jewelry from the same brand, over 10 years ago, the owners turned to us to include a watch store and more jewelry brands, aiming to diversify their business. They wanted to emphasize the identity of each brand while homogenizing the aesthetic style of the space to reflect elegance and sobriety.
Being situated on Masaryk, the jewelry store required a response that aligned with this luxurious context and had a positive impact on the surroundings.
The original facade of the jewelry store was entirely clad in beige marble, including the parking doors, with only a small showcase to display all the jewelry. Lacking any apparent appeal or something to attract beyond the stony material, it was decided to replace everything and design a new proposal.
The new facade aims to attract customers through a textured design while maintaining the previous orthogonality and cleanliness. It frames a finish of absolute black granite, a 3 mm Equitone beige ceramic panel measuring 1.5 m x 3 m, resembling a wall formed by small geometric natural stone pieces in varied beige tones. This enhances the visual interest of the facade while preserving the elegance and sobriety associated with Peyrelongue.
The new glass showcase, armored to the ground, complements the black frame at the bottom along with the car door. It better showcases Peyrelongue's jewelry, illuminating them throughout the day and attracting more foot traffic. This maintains the discreet style of the brand, revealing little to passersby, who discover the full range available inside the store.
External lighting consists of an RGB light system behind the ceramic finish, placing light points on the edges of the geometric pieces, creating the appearance that the facade shines like the jewelry Peyrelongue sells.
Next to the ceramic wall is a screen that accompanies the display of light points, showing the watches and jewelry exhibited inside.
The project focuses on creating hierarchy through varying heights, emphasizing the visual importance of the jewelry display cabinets through a triple-height volume at the rear. The formal inspiration comes from this notion of height variation to achieve visual emphasis; its purpose is to enhance the presentation of the jewelry and, as mentioned earlier, with a unified aesthetic language that highlights the relevance of each brand on display.
The construction of the project took place over a period of 24 months and presented particular challenges due to the client's requirements. They requested the inclusion of offices in the store, which involved creating independent areas for clients and partners, with separate access but allowing communication between public and private spaces.
Internally, the project offers three different atmospheres: areas for employees and high-traffic services, customer areas with sophistication and elegance, and offices for partners.
The most prominent central space is the customer area, particularly the basement, where the most expensive watches – Rolex, Cartier, Patek Philippe – are displayed. There is a covered triple-height courtyard from which the other store floors can be seen.
In this space, the design focuses on conveying the luxury of the jewelry. Following this line, materials such as beige limestone were selected, characterful without falling into exaggerated opulence and without losing elegance. This stone covers virtually the entire space, creating a palette of neutral colors that does not distract, allowing the exclusive nature of the jewelry to stand out.
Thanks to the details of walnut wood on the shelves and showcases, covered in beige suede and designed from scratch by the firm, as well as frames that accompany the beige limestone, the style of the jewelry store is perfectly matched and defined. It cleanly and orderly contains the spaces for each brand, especially in the basement where the watch section is located, with frames where brands add their representative colors or tones.
The lighting, a Lutron system designed by Kai Diederichsen of Luz en Arquitectura, focuses on showcasing the displayed jewelry perfectly from any angle, emphasizing its elegance and luxury. This is achieved through warm light, both focused on the showcases and for the general space, achieving a uniform space with pleasant tones that encourage the user to spend more time.
In summary, the project successfully conveys the luxury of jewelry through architecture and design, emphasizing the importance of jewelry pieces throughout the space and establishing the aesthetic style or signature of the jewelry store not only for Masaryk but for its other locations.
Our firm is always characterized by, in addition to the aesthetic aspect, delivering projects with everything functioning perfectly from day 1, as well as ensuring their durability. In the case of Peyrelongue, receiving positive feedback from high-end jewelry experts like Rolex regarding the distribution, design, and lighting leaves us very satisfied with respect to the initial goal, meeting and exceeding expectations.
Peyrelongue Jewelry is located in Mexico City, on one of the most exclusive thoroughfares in the metropolis, Avenida Masaryk. Originally intended to showcase jewelry from the same brand, over 10 years ago, the owners turned to us to include a watch store and more jewelry brands, aiming to diversify their business. They wanted to emphasize the identity of each brand while homogenizing the aesthetic style of the space to reflect elegance and sobriety.
Being situated on Masaryk, the jewelry store required a response that aligned with this luxurious context and had a positive impact on the surroundings.
The original facade of the jewelry store was entirely clad in beige marble, including the parking doors, with only a small showcase to display all the jewelry. Lacking any apparent appeal or something to attract beyond the stony material, it was decided to replace everything and design a new proposal.
The new facade aims to attract customers through a textured design while maintaining the previous orthogonality and cleanliness. It frames a finish of absolute black granite, a 3 mm Equitone beige ceramic panel measuring 1.5 m x 3 m, resembling a wall formed by small geometric natural stone pieces in varied beige tones. This enhances the visual interest of the facade while preserving the elegance and sobriety associated with Peyrelongue.
The new glass showcase, armored to the ground, complements the black frame at the bottom along with the car door. It better showcases Peyrelongue's jewelry, illuminating them throughout the day and attracting more foot traffic. This maintains the discreet style of the brand, revealing little to passersby, who discover the full range available inside the store.
External lighting consists of an RGB light system behind the ceramic finish, placing light points on the edges of the geometric pieces, creating the appearance that the facade shines like the jewelry Peyrelongue sells.
Next to the ceramic wall is a screen that accompanies the display of light points, showing the watches and jewelry exhibited inside.
The project focuses on creating hierarchy through varying heights, emphasizing the visual importance of the jewelry display cabinets through a triple-height volume at the rear. The formal inspiration comes from this notion of height variation to achieve visual emphasis; its purpose is to enhance the presentation of the jewelry and, as mentioned earlier, with a unified aesthetic language that highlights the relevance of each brand on display.
The construction of the project took place over a period of 24 months and presented particular challenges due to the client's requirements. They requested the inclusion of offices in the store, which involved creating independent areas for clients and partners, with separate access but allowing communication between public and private spaces.
Internally, the project offers three different atmospheres: areas for employees and high-traffic services, customer areas with sophistication and elegance, and offices for partners.
The most prominent central space is the customer area, particularly the basement, where the most expensive watches – Rolex, Cartier, Patek Philippe – are displayed. There is a covered triple-height courtyard from which the other store floors can be seen.
In this space, the design focuses on conveying the luxury of the jewelry. Following this line, materials such as beige limestone were selected, characterful without falling into exaggerated opulence and without losing elegance. This stone covers virtually the entire space, creating a palette of neutral colors that does not distract, allowing the exclusive nature of the jewelry to stand out.
Thanks to the details of walnut wood on the shelves and showcases, covered in beige suede and designed from scratch by the firm, as well as frames that accompany the beige limestone, the style of the jewelry store is perfectly matched and defined. It cleanly and orderly contains the spaces for each brand, especially in the basement where the watch section is located, with frames where brands add their representative colors or tones.
The lighting, a Lutron system designed by Kai Diederichsen of Luz en Arquitectura, focuses on showcasing the displayed jewelry perfectly from any angle, emphasizing its elegance and luxury. This is achieved through warm light, both focused on the showcases and for the general space, achieving a uniform space with pleasant tones that encourage the user to spend more time.
In summary, the project successfully conveys the luxury of jewelry through architecture and design, emphasizing the importance of jewelry pieces throughout the space and establishing the aesthetic style or signature of the jewelry store not only for Masaryk but for its other locations.
Our firm is always characterized by, in addition to the aesthetic aspect, delivering projects with everything functioning perfectly from day 1, as well as ensuring their durability. In the case of Peyrelongue, receiving positive feedback from high-end jewelry experts like Rolex regarding the distribution, design, and lighting leaves us very satisfied with respect to the initial goal, meeting and exceeding expectations.
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