This is what went into the making of Nirav Modi's store in New York Advertisement

This is what went into the making of Nirav Modi’s store in New York

Celebrated designer Jaime Hayon fills us in

By ELLE team  September 11th, 2015

Nirav Modi’s flagship boutique in New York’s Madison Avenue drew Naomi Watts, Nimrat Kaur, Lisa Haydon and Coco Rocha. It was almost as if the stunning jewels on display and the stars on the red carpet fought for our attention, but we’ve got to admit, we couldn’t get our eyes off the jewels (which ran into many millions). It is after all the only Indian jewellery label to make it to the cover of both Sotheby’s and Christie’s. The store is just as opulent as his Delhi address, and designed by celebrated artist-industrial designer Jaime Hayon. We caught up with him about the particular troubles of putting together a store of this kind.    

How did the collaboration with Nirav Modi begin?
“When Nirav approached me with this project, I found a synergy between our thought processes. I really liked his jewellery, and that’s what got me interested in working with him. We shared the same idea of quality, finesse, and especially detailing which, to both of us, is essential in creating a good project.”

What was the vibe you were going for with the new Nirav Modi store in New York?
“I think it’s important to transport people to a special atmosphere, which makes them take notice of the fact that this is not just any other jewellery boutique. We have used a combination of colours and mirror reflections within the store that create this magnificent experience – it’s where you dream about jewellery.

It has a unique entrance with certain elements that hark back to Bombay and Delhi, such as the grades that were used for the glass or the logos that were used on the doors.

We’ve used glossy, warm tones coupled with black for a subtle play of light within the store. We have managed to use chairs similar to ones in Delhi and Mumbai.”

What was the toughest part of designing a fine jewellery store?
“I think we faced a few challenges, because what happens when you design in a tailored sort of way is that you have to invent things. We sourced materials from several countries. Lacquers were made in Italy (in Vicenza and Venice) some parts were made in Milan. Some parts were made in Barcelona.

There were so many elements, like the engineering of the hanging display. The United States has some extremely complicated regulations regarding lighting so we had to pass those norms.

The lighting within the store had to be thought through as well – we’ve used different kinds to bring out the best in the diamonds; there are warm lights, coloured ones and some cold lights as well.”

Flip through the gallery for a virtual tour