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Anna Hu-Haute Joaillerie is a 475 sq. ft. hardline specialty store devoted to sell and display high end jewelry primary of diamonds and gemstones. It’s the first U.S. Flagship Store in the Plaza Hotel Retail Collection in New York City.

Our marketing story and theme is supported by these design elements: Museum quality displays, jewelry as a piece of art; flexible space through rotating display panel walls; accent lighting on what counts “the jewelry”; POS design to float the jewelry and make them appear as objects on display and a minimal and serene ambience, where the envelope does not conflict with the merchandise.

The design project solved different challenges:

 • The flexibility of the use of space, from private selling areas to an open store concept, can change instantly by rotating the display walls.

 • The amount of display pieces (100) while maintaining the preciousness of each piece through storytelling displays.

 • We gather a thorough selection of materials and resolution of design components to strict budgetary and scheduling constraints.

The museum inspired conceptual design to display jewelry without typical POS display objects and the lighting balance through the accent on cases instead of the envelope makes the design project unique.

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