Davud Yurman has landed in the Miami Design District.

“Miami Design District has always been, since Day One, a place where brands get to kind of express themselves at their highest artistic and architectural expression,” president and chief creative officer Evan Yurman said of the new location.

While David Yurman has 13 points of sale in Florida, including a second Miami location at the Aventura Mall, Yurman said the influx of people moving to the Sunshine State contributed to the need to add a flagship to the Miami mix. “Really, just the right time and the stars aligned for us to create a kind of an opus jewelry for us,” he told WWD.

The chief creative officer enlisted Italian architect Andrea Tognon and consulting creative director Bernadette Blanc for the project. The new boutique is a bespoke creation, a new take on flagships for the brand. “I think that that as we go forward, all of our flagship stores will be one-offs. They will be site specific and aesthetically tailored to the environment where they’re being constructed” while incorporating the brand’s core DNA around art and materials, he said.

Yurman explained the space at 178 Northeast 39th Street, which unfolds over two floors, prompted him to rethink how guests “look” at jewelry. “I think that jewelry and showcases, it’s sort of this barrier between you and the thing that you really want to look at. I wanted to create an environment where people can feel there’s an intimacy with the jewelry, not just a traditional jewelry store,” he said.

Tognon, who has deigned many luxury retail spaces globally, was most excited by the chance to create his first space in the Miami Design District. “There every brand brings something different, something new,” he said of the shopping enclave. “From the beginning, the brief was just, let’s try to do something special.”

The facade greets guests with a unique take on stone, made to look like metal. “It looks like kind of a carved monolithic piece, more like a sculptural approach to a facade,” Tognon said.

He then used a metallic spray to solidify the effect. “The spray comes a little bit from Miami. This idea of graffiti, from a street art approach, making something that looks almost like a big casted metal piece.”

On the door is a sculpted handle by Evan’s father and the brand’s cofounder David Yurman, the first touch of the sculpture and art that centers its codes. “So you’re actually getting to touch one of his pieces to open the door,” the chief creative officer said of the special detail.

Inside the boutique, guests find the fine jewelry collections, gold and silver expressions for women and men, displayed on uniquely crafted fixtures made of various stone finishes, while upstairs is reserved for high jewelry. “The jewelry is mostly on kind of free-floating pedestals that come together to make showcases. They’re more layered rather than a row of cases,” Yurman said of his display style.

The whole store is made of stone and wood with touches of unique objects and Yurman family artwork. “You’re in a material kind of envelope, without feeling cold,” he said.

“In a way we masked the experience of shopping out of a showcase with shopping on top of sculpture,” he continued. “Sculpture is such a big part of what we do, it is our point of differentiation between a lot of the other jewelers we sit amongst. I consider us the sculptural house of jewelry, so to speak.”

Yurman’s father is a sculptor and his mother a painter; it is these artistic roots he wants to bring to the boutique floor. “My mother loves to have her paintings in the stores. And I thought, rather than hanging actual paintings, we would take sections of the paintings and interpret it in textile,” he said.

It became a detail behind the wall vitrines, made with a textile factory in Italy that reinterpreted Sybil Yurman’s work.

The theme is woven throughout but in nuanced ways. A stepped wall inside is made of vertically cut pieces of granite, moving in a curve, displayed like a necklace. Tributes to the brand’s signature Cable collection appear throughout the space, as seen in the sculpted handrail at the store entrance. “I think it’s really important to bring in brand codes, but not let it be obvious that it’s hitting you over the head. It has to be subtle and you have to integrate it into the design,” Yurman said.

The architect continued, “We tried to build a neutral background, through this granite marble, but then adding very specific and even colorful other stone materials to focus on the jewelry.”

Tognon has created several luxury retail spaces, including Jil Sander in Berlin and Moschino in Milan, but found jewelry a different endeavor. “Jewelry is about detailing. It is a very focused perspective. This approach is different than the most of the fashion retail design approaches,” he said.

While there has been a soft opening, the flagship officially opens Thursday with Evan Yurman hosting an after party at the Faena Forum to celebrate the brand’s new Miami boutique with a surprise performer. Next the brand is again looking to Tognon to reimagine its Beverly Hill’s boutique on Rodeo Drive, part of a rollout that will see multiple new stores this year.

“I think Miami is just an incredible market to be in. It is very jewelry centric. Obviously, there’s a large Latin contingency and influence there, which is incredible because they love very expressive bigger jewelry with lots of color. That’s like exactly what we do,” Yurman said.