Graff
Los Angeles, CA

Spacesmith served as owner’s representative and executive architect on the build-out of a new location for repeat client Graff in Las Vegas. Located within the prestigious Fontainebleau hotel and casino, this project marks the diamond purveyor’s first U.S. location to utilize prefabrication—signaling an evolution in their construction process as they expand while maintaining strict quality control. International craftsmanship was paired with local expertise to deliver this high-profile space, introducing new elements to the brand’s established identity, including a more moderately priced bridal collection aimed at broadening customer appeal.

Our in-house design team collaborated closely with design architects studioparisien to ensure the concept was flawlessly executed. Local structural engineers and manufacturer carpenters handled the technical implementation. Prefabricated components—including framing and back-of-house areas—streamlined the build. The entire store was first mocked up in a factory in China, disassembled, and shipped to the U.S. for final assembly. This precise, puzzle-like approach—proven effective for Graff’s international locations—reduced installation time to two months instead of the typical six.

The façade uses a “sandwich” system of undulating aluminum fins between glass walls, incorporating Graff’s new fish-scale icon. These fins provide both structure and a dramatic visual identity, making the logo an architectural feature.

Inside, the design blends tradition and innovation to create an intimate and refined shopping experience. On the resort’s first level and casino floor, a serpentine counter leads guests through collections of fine jewelry and timepieces displayed in sparkling showcases. Angular forms throughout the space echo diamond facets, while celadon wood and chiseled glass highlight a central circular display, adding romance and allure.

Despite the salon’s spacious footprint, intimacy is preserved with private rooms, including a hidden high jewelry suite shaped like a butterfly—one of the House’s beloved motifs—featuring a lounge and library. A VIP room provides a secluded experience for discerning guests. The new branding weaves Graff’s signature gold and ivory with celadon green, symbolizing tranquility, harmony, and transformation.