Graff
Las Vegas, NV

Spacesmith served as owner’s representative and executive architect on the build-out of a new location for repeat client Graff in Las Vegas. Set within one of the newest and most prestigious high-rise hotels and casinos, Fontainebleau, this project is the first of the diamond purveyor’s US locations to utilize prefabrication—marking an evolution in their building process as they seek to expand while maintaining close control over construction quality. International craftsmanship was paired with local expertise to deliver this high-profile project, introducing fresh elements to the brand’s established identity. A significant component of this effort included new branding interventions, such as the introduction of a more moderately priced bridal collection—designed to attract a broader clientele and expand appeal.

Throughout the project, our in-house design team worked closely with design architects studioparisien to ensure that the vision was flawlessly executed. Local structural engineers, along with carpenters from the manufacturer, oversaw technical aspects. The pre-fabricated components, down to the framing and back-of-house areas, streamlined the construction process.

To ensure precision, the entire store, including millwork, was first mocked up in a factory in China, then disassembled and shipped to the US for final assembly. The process was akin to fitting the pieces of a puzzle together, a method that has proven highly successful for Graff overseas.

The façade, constructed using a sophisticated “sandwich” system of undulating aluminum fins between glass walls, features the brand's new icon resembling a fish scale. These metal fins not only provide structural support, but also create a striking visual effect, making the logo an integral part of the architecture.

The interior design strikes a balance between tradition and innovation, offering a tailored and intimate shopping experience. Located on the resort’s first level and casino floor, the salon welcomes guests with a serpentine counter that unfolds to reveal fine jewelry collections and timepieces displayed in a series of sparkling showcases. The angular forms echo the facets of a diamond, reinforcing the brand’s identity. Crafted from celadon wood and chiseled glass, a central circular display adds romance to the space.

Despite the salon’s generous footprint, a sense of intimacy is preserved through a series of smaller, private rooms. A hidden high jewelry room—shaped in the outline of a butterfly, one of the House’s most beloved motifs—reveals unique creations, a lounge, and a library. A VIP room offers a secluded setting for guests who value exclusivity and discretion. The new branding integrates Graff’s signature gold and ivory palette with celadon green accents, symbolizing tranquility, harmony, and balance—representing both continuity and transformation.