Âme in Century City Redefines Retail

Laura Eckstein Jones | August 7, 2019 | Style & Beauty

The opening of Âme at Westfield Century City is setting a new standard in fine jewelry shopping.

Âme’s Elinor Avni

When Tel Aviv-based designer Elinor Avni partnered with diamond industry disruptor Alex Popov to launch Âme, she knew that they had to raise the bar. So in addition to creating four bold fine jewelry collections—think statement-making, sustainable diamond earrings, bracelets and necklaces with an architectural bend—the duo set out to redefine the typical store experience by touching on every sense: sight, smell, touch and sound. Âme collaborated with architecture firm Baranowitz + Kronenberg to design the meandering space—the brand’s first permanent retail location—which features custom cloche displays that light up and open as customers walk by, a reflective stainless steel ceiling and a mirrored back wall. “The inspiration was a forest,” says Avni, a trained architect who serves as the brand’s creative director. “You walk on a path between these elements that act as trees growing from both the ceiling and the floor.” As well, sensors throughout the store activate movement, custom sound scored by world-renowned DJ and musician Mimi Xu, and scent by British perfumer Azzi Glasser. “Different elements are triggered as people walk around this forest to create an orchestra,” Avni explains. “Between the jewelry and the music and the scent and the space, it’s quite a different experience.”

Angles double cuff in yellow gold, $9,950, Âme, Westfield Century City


Photography by: Âme photo courtesy of the brand | Elinor Avni portrait by Natasha Zeriker