Jaeger-LeCoultre Brings Back Art Deco with 1931 Café
Pop-up opens in Shanghai then Paris to display the Reverso spirit.
Jaeger-LeCoultre has opened an Art Deco-style pop-up café in Shanghai to mark the 90th anniversary of the brand’s iconic Reverso watch.
Reflecting the elegant style of the watch, 1931 Café will remain open at K11, Shanghai’s art mall, until August before relocating to Paris.
Rather than have to explain the aesthetic and its relevance to a modern audience, the pop-up allows people to experience its ambience first-hand.
The café has been styled to resemble the interior of a 1930s ocean liner using a black and white palette and typical Art Deco materials including chrome, velvet, glass, lacquered wood and a marble floor with an inlaid geometric pattern typical of the era.
Every element of the café has been custom-designed, from the central frosted-glass chandelier to the chairs featuring three metal bands that echo the three gadroons that run across the Reverso’s case while a special collection of cakes and pastries has been created by two-time Pastry Chef of the Year, Nina Métayer.
In other watch news, Breguet dropped a pair brightly coloured titanium Type XXI chronographs.
