On October 5th to October 7th, Maison Boucheron hosted La Maison, a stylish, visionary jewelry experience in Riyadh at Lakum Artspace, a place founded by Neama Al-Sudairi where fashion, design, art and gastronomy come together. On the occasion of Boucheron’s first event in Saudi Arabia, guests were invited to a timeless encounter with the world of jewelry. Style, innovation, heritage and French art de vivre - the main facets of Boucheron’s DNA - were on show throughout this phygital journey. The trail was interspersed with digital animations, augmented reality try-on sessions and other surprises, which provided an immersive and interactive experience into the world of the Maison. The Maison's creativity has always been guided by the freedom to wear. It goes hand in hand with movement and character. Boucheron allows everyone to create their own style, to reveal their uniqueness and thus to write their own story.