International travel does much to broaden horizons and change perspectives. For C.D. Peacock vice chairman Steven Holtzman, trips to Europe, Asia and the Middle East showed him ways to take luxury retail to greater heights. And with those inspirations in mind he worked with architects and interior designers to create a high-end luxury watch and jewelry concept store.
“I saw hidden rooms, collector spaces, venues for touring watchmakers, restaurants, and bars in jewelry stores,” says Steven. “There are entire floors dedicated to a single theme in the Middle East.”
The C.D. Peacock watch and jewelry store went from concept to creation in March when Steven and his team began their extensive plans for repurposing, remodeling and adding on to an existing structure (a former two-story restaurant) in West Chicago’s famed Oakbrook Center. The C.D. Peacock store will open its doors in early March 2023.
The structure and shopping mall, as well as C.D. Peacock’s future anchor store, will be located in West Chicago’s most affluent area. The plumage of C.D. Peacock’s new store will brush close to the corporate headquarters of companies such as McDonald’s and Ace Hardware, to name a few.
The area is also known for its world-class dining and exclusive sports clubs. Oakbrook Center itself is one of Brookfield Properties (with offices in Canada, South America, Asia, Europe and the Middle East) top-performing high-end shopping center. According to Steven, it surpasses Ala Moana Center (based in Honolulu) as one of the New York City-based firm’s premier properties in the US.
“The finest luxury brands have a home in Oakbrook,” says Steven. “We expect this store will be a trendsetting concept moving forward – from the digital and social experiences to the gastronomical experience – we are redefining the watch and jewelry buying space.”
There’s much more to basing this high-end retail jewelry store in one of the Windy City’s leading affluent suburbs. C.D. Peacock has called Chicago home since 1837. News of their ambitious luxury retail jewelry store was made public during a milestone anniversary year for C.D. Peacock, commemorating its 185th anniversary this year.
“As Chicago’s first registered business, and oldest jeweler – incorporated in 1837 – we have celebrated with Chicagoans for over 185 years,” says Steven. “The new building commemorates this anniversary and renews our commitment to servicing our community.”
Plans for C.D. Peacock’s new store are ambitious to say the least. And, creating a 20,500-square-foot, two-story high-end luxury watch and jewelry buying experience requires quite a bit of heavy lifting. For starters, plans include building the structure higher. This will help with increased visibility from nearby roads and highways while creating large-scale interior design spaces.
“We are expanding the current infrastructure and creating a new structure with increased height and transforming it with flowing contemporary parametric curves – interspersing air, light, and reflection – which make their way into the interior,” says Steven. “As a consequence of the building’s expansive design and high ceilings we can explore materials that have dramatic lighting efficacies in the interior.”
The increased height and square footage will give Steven and his ambitions the ability to create a watch and jewelry store on a “grand scale” while leaving room to “scale up,” as he likes to put it.
Of course any structural makeover tries to repurpose original features such as the building’s two-story staircase. “The preexisting staircase was an inspiration as a dramatic entry that influenced a more high-tech version,” says Steven. “The reimagined staircase is reminiscent of a cascading bridal veil, featuring discreet moments of highlight-lighting that exploit the stairs for maximum drama. As an ascending element, the stairs lead you up to the C.D. Peacock bridal diamond gallery and to the wondrous world of luxury and VIP room experiences.”
The interior design theme will be “eclectic” French Modernism. A theme that will “permeate the space and materials,” according to Steven. Building materials for the store interior include vanilla marble, iceberg stone, dyed sycamore wood, antique bronze metal work, chrome accents, and plaster molded low-profile waves with edge-lighting for effect.
The C.D. Peacock store will be a “tour of luxury” of sorts as customers navigate the space starting with a commissioned metal sculpture at the main entrance. As customers navigate the interior space there will be “moments of opulence” led by a majestic color theme, textures, and “iconography of the peacock” will be represented in mixed media throughout the store, according to Steven.
Just because a jewelry store is 185 years old doesn’t mean they can’t integrate some new tech. “A 40’ x 9’ widescreen features digital content that will evoke seasonal and emotional imagery, providing theater and drama alongside the airy staircase,” says Steven. “An interactive element at the base of the screen affords the client access to different imagery to enact social media moments – a 4-D mirror, placing the consumer in context with luxury creating an engaging social media result.”
As for the exterior: “The design of the building is metaphorical, a glass building with kinetic movement and flow – an architectural woosh,” says Steven.
For C.D. Peacock’s new anchor watch and jewelry store watches get top billing. C.D. Peacock has already established itself as a purveyor of fine watches and jewelry, but will continue to broaden their range of brands, from affordable to high-end, as the grand opening date draws closer.
Current watch brands include Rolex, Tudor, Cartier, Omega, IWC, Chanel, Gucci, TAG Heuer, Longines, and more. As an authorized Rolex dealer, C.D. Peacock has big plans to promote this well-known watch brand.
“Rolex will have an exterior entrance and a two-story presence,” says Steven. “We are incorporating some surprise elements in the VIP rooms on the second floor. The second floor will also house a service department.”
C.D. Peacock also carries jewelry brands synonymous with luxury jewelry retail including the store’s own Privé brand, Hearts On Fire, Mikimoto, Chanel and Roberto Coin. Even though this is a luxury store, Steven wants it to be a destination store for people of all walks of life.
“We know that a jewelry store can be intimidating, especially for younger clients,” says Steven. “We have brands that enable clients to realize luxury at various price points. You do not get the privilege of serving generations of families for centuries by not understanding their needs and dreams. We plan to continue celebrating our client’s milestones as we have always done by offering the right mix of products.”