Boucheron, in partnership with Fifty One East, has unveiled a new boutique in the Via Domo section of Qatar’s Villaggio Mall.The opening ceremony was in the presence of French ambassador Jean-Baptiste Faivre, Fifty One East chairman and managing director Bader al-Darwish, Darwish Holding vice chairman Saoud al-Darwish, Boucheron's chief commercial officer Thierry Lamouroux, president (EMEA & US) Geraldine de Vulpian, and brand director (Middle East) Alban Pesneau.The opening follows a series of recent expansions across the region as Maison Boucheron strengthens its presence in the Middle East. It marks the 13th retail point in the GCC region and the second in Doha, joining the Lagoona Mall boutique which opened in 2011.Like all boutiques in the extensive Boucheron network, the Villaggio Mall boutique space captures the essence of the flagship at 26 Place Vendome in Paris. Designed with the warmth of an exceptional family residence yet exuding the grandeur of traditional French architecture and design, clients feel right at home, a statement explained.In the new boutique, the exclusive VIP Salon continues this welcoming environment, with decor inspired by the Art Deco aesthetic, playing on geometry and colour contrasts. Among all jewellers inspired by this movement, Boucheron stands out for its prolific production, making it a leading name in Art Deco jewellery.Drawing from this rich heritage, the VIP Salon showcases strong geometric lines and contrasting colours in hues of gold, orange and blue, and displays bespoke artworks echoing the movement's aesthetic. The Maison commissioned French illustrator Vincent Roland to recreate four Art Deco illustrations, bringing an artistic touch to the space.To celebrate the opening, Boucheron's Lierre de Paris question mark necklace was flown in from Paris. This iconic piece, alongside its matching bracelet, ring and timepiece, represents Boucheron's pioneering spirit in high jewellery, a legacy rooted in innovation and creativity. Designed by Frederique Boucheron, the question mark necklace marked a revolutionary moment in the history of jewellery as an expression of women’s independence and freedom.Alongside the High Jewellery creations, Boucheron’s jewellery collections are presented: Nature, Quatre (which celebrates its 20th anniversary this year), as well as Serpent Boheme. These collections have led Boucheron to become the most stylish and cutting-edge French High Jewellery Maison, the statement added.