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Project Xenia promises to take concepts from the luxury hospitality industry and apply them to luxury watch and jewellery retail.
Roll out of AP Houses continues as CEO François-Henry Bennahmias reveals the bump in sales they bring over traditional retail.
Carolina Bucci jewellery will be sold through AP Houses in London, Hong Kong and Barcelona as well as boutiques in Japan and the United States.
Located on the first floor above posh stationery and shoe shops on New Bond Street, the world's third AP house has no frontage at street level.
The showroom is a stone's throw from Harrods, where AP is already represented in the Fine Watch Room, and comes ahead of the opening of London's first AP House on Bond Street in the third quarter of this year.