In central Baku, on Aziz Aliyev Street, one of the Azerbaijani capital’s luxury shopping streets and part of the city’s Formula 1 street circuit, the first Intuera Jewellery store has opened. The new multibrand boutique brings together international jewellery and watch brands in a retail environment designed by Arquitect Contract.
The Italian company, based in the province of Vicenza and specialising in the design and fit-out of jewellery stores in Italy and abroad, was commissioned to develop the concept for Intuera Jewellery’s debut. The project was led by Luca Biancoviso, lead designer, with Carlotta La Jacona overseeing the selection of materials and colour palette.
A Concept That Invites Visitors to Look Beyond the Surface
The design takes its inspiration from Intuera Jewellery’s brand statement, “The art of seeing within”. Arquitect Contract has interpreted this idea through a combination of transparency, precise geometries and contrasting finishes, encouraging visitors to explore both the collections and the architectural details of the boutique.
Blue surfaces, with subtle variations in tone and texture, define the walls and provide a distinctive backdrop for the illuminated display cases. Stone-effect finishes, dark wood elements and black metal structures introduce further contrasts and help organise the different display areas.
Integrated lighting draws attention to the jewellery and watches, while adjustable ceiling spotlights provide additional illumination throughout the store. The light-coloured herringbone floor establishes continuity between the various areas.
Bespoke Display Cases for a Multibrand Jewellery Boutique
A central aspect of the project is the design of bespoke display furniture. Arquitect Contract developed freestanding display islands, perimeter showcases and wall-mounted cases to accommodate different brands within a coherent retail setting.
The display units combine solid bases with glazed volumes, illuminated shelves and dedicated supports for jewellery and watches. Along the walls, modular showcases feature dark profiles and upper sections with wood finishes. The central islands allow customers to view the products from several angles.
This consistent architectural approach addresses one of the main challenges of a multibrand jewellery store: giving each brand sufficient visibility without dividing the boutique into a series of disconnected spaces.
The reception counter follows the same material palette, with dark, vertically ribbed cladding and a softly rounded countertop. Behind it, a large grey wall incorporates a digital screen.
With the first Intuera Jewellery store, Arquitect Contract has created a retail concept in which architecture plays an active role in presenting the collections. The arrangement of the showcases, carefully selected finishes and integrated lighting provide a unified setting for the different jewellery and watch brands.
Location: Baku, Azerbaijan
Design: Arquitect Contract
by AN Shopfitting Magazine no.194 ©