Boucheron reinvents the stage with No pack is the new pack
The house Boucheron positioning itself at the forefront of innovation by launching a bold initiative: No pack is the new pack. This revolutionary approach aims to rethink the jewelry showcase, traditionally considered polluting, and transform it into an object that is both durable and desirable.
The initiative stems from the vision of Hélène Poulit-Duquesne, CEO of Boucheron, which asks its teams to completely reinvent the showcase in 2021. The former showcase is made up of 11 different materials and comes in 12 formats. It was both too bulky, too heavy, and not recyclable. An honest look at the past that leads to a radical transformation of the showcase. So, the teams Boucheron They have been working on this project for two years, focusing on innovation and creativity. The result is a showcase made entirely of two natural and recyclable materials: aluminum and wool felt.
Écrins 2023
© Boucheron
Aluminum is a unique choice for the jewelry industry. It is lightweight, aesthetically pleasing, and durable. Moreover, it is natural and infinitely recyclable. Add to that the wool felt that requires no glue or sewing. This makes the object easier to recycle. This natural, warm material protects and enhances jewelry with its emerald green color.
To ensure the sustainability of this approach, Boucheron selects wool that is certified by the Responsible Wool Standard (RWS). As for the shape of the box, the Maison takes the bold gamble of abandoning the traditional clip system, which is considered polluting. This redesign of the jewelry box rethinks the opening of the box through its lid.
In terms of aesthetics, Hélène Poulit-Duquesne gave the designers carte blanche. The result is a collection of 7 boxes designed as design objects. Unlike traditional showcases, these boxes can be displayed and collected, symbolizing Boucheron’s commitment to sustainability. Inspired by a beauty kit from the 1980s, they feature finely sculpted mesh with emerald-shaped sizes. An elegant nod to the Maison’s iconic code.
In line with this approach of eco-design, Boucheron It also replaces the traditional gift package with a green cotton bag. This bag, made from 65% recycled material, is certified by the Global Recycled Standard (GRS) and can also be used as a travel pouch.
This revolution in the design of screens fits perfectly into the strategy Precious for the Future of Boucheron, revealed in 2022. By reducing the number of formats, reducing the weight of the display by four and using only two materials.
There is no doubt that the Maison is actively working towards a more sustainable future for the jewelry industry.
Boucheron thus demonstrates that innovation and sustainability can coexist in the world of high jewelry.
No pack is the new pack It is much more than a revolution in the way we display our products; it is a commitment to the environment, quality, and the importance of precious resources for today and tomorrow.
