Chow Tai Fook Jewellery’s new flagship store, which opened in Hong Kong’s Central neighborhood in September, has a subtle design, as does much of the jewelry sold inside. The name above the door doesn't sport the Chinese characters for “Chow Tai Fook” shown prominently atop the retailer’s thousands of other outlets. And inside, the store’s design hearkens to some of the traditional images of Hong Kong; the metal grille that covers the columns is a reference to the Chinese city’s ubiquitous bamboo scaffolding.
The jewelry, too, is more understated, like a diamond-studded pendant made from gold and red enamel, designed to emulate the Chinese characters that make up the name of the store and of Cheng Yu Tung, who expanded the jewelry chain into one of Hong Kong’s leading conglomerates.
