At Westfield Century City in Los Angeles, the Âme flagship store reinterprets the traditional fine jewellery environment through an immersive interior designed by Baranowitz + Kronenberg. Conceived for a brand specializing in jewellery made with lab-grown diamonds, the project moves away from conventional display formats to create a space shaped by reflection, sound, scent and touch.
The retail concept reflects the vision of Âme Creative Director Elinor Avni, whose jewellery is presented inside suspended capsules and glass cloches positioned on metallic display pods. Rather than simply exhibiting the pieces, these individual elements encourage customers to approach and discover the collections progressively.
Jewellery displayed as an experience
The display system plays a central role in the interior. Metallic pods rise from the floor while elongated capsules are suspended within the space, creating a sequence of individual settings for the jewellery.
Sound is integrated directly into this system. Each display pod features its own composition created by DJ and musician Mimi Xu, adding an acoustic dimension to the interaction between customer and product.
The result challenges the familiar codes of high-end jewellery retail. Instead of organizing the collections inside continuous showcases along the perimeter, the pieces become individual focal points distributed throughout the interior.
A monochromatic forest of reflections
Baranowitz + Kronenberg conceived the interior as a “monochromatic forest”, using a limited material palette and a strong vertical composition to define the spatial experience.
Three-dimensional felt panels developed in collaboration with textile designer Anne Kyyro Quinn cover the walls, introducing texture and depth. Their tactile character contrasts with the reflective stainless-steel ceiling and mirrored surfaces, which multiply the display elements and visually extend the space.
The microcement floor provides a more neutral base for the composition and incorporates steel inlays inspired by hexagonal geometries. Against this restrained background, the polished metallic structures and glass displays acquire a stronger visual presence.
Sound, scent and materiality
The spatial experience extends beyond the visual dimension. Music, scent and tactile surfaces are integrated into the retail concept, establishing different ways of engaging with the collections.
London-based perfume designer Azzi Glasser developed a bespoke fragrance for Âme, conceived as a permanent component of the store environment. Together with the individual sound compositions and the tactile felt surfaces, the scent contributes to a deliberately multisensory approach to jewellery retail.
The reflective surfaces further amplify this perception. Mirrors, polished metal and glass repeatedly fragment and reproduce the displays, generating changing perspectives as visitors move through the space.
A different language for fine jewellery retail
Through its combination of display design, materiality and sensory elements, the Âme flagship transforms the jewellery store into an environment designed for exploration rather than conventional product presentation.
The individual capsules and glass cloches isolate each piece while the mirrored architecture multiplies its presence within the interior. Architecture and display therefore operate as a single system, creating a retail environment in which the jewellery is discovered through movement, reflection and sensory interaction.
Project: Âme Jewellery Flagship Store
Location: Westfield Century City, Los Angeles, USA
Design: Baranowitz + Kronenberg
Creative Director: Elinor Avni
Photography: Amit Geron