Brand Spotlight

Adornment & Theory Unveils New Chicago Flagship, a 'Home' of Global Design

Interior view of a jewelry store showcase with walnut wood and pyramid shapes. - nationaljeweler.com

A Welcoming Space Rooted in Hospitality

Adornment & Theory, the Chicago-based jewelry design house founded by Viviana Langhoff, has opened its highly anticipated new flagship store. Located at 1433 W. Chicago Ave. in the vibrant West Town neighborhood, the store represents a significant evolution for the brand, moving from a sleek, gallery-like aesthetic to a warm, inviting space designed to feel like a home.

Langhoff, who originally envisioned her store with a color scheme of white, gold, and black, has embraced a new philosophy centered on hospitality. The updated design reflects her increased confidence in her brand and its core values. 'I feel like [in our last location], people were walking into a welcoming art gallery. Now it feels like a home,' Langhoff stated.

Globally Inspired Design

The new Adornment & Theory flagship is a meticulously designed space that blends diverse influences, creating a unique and transporting atmosphere. Langhoff, who has lived in Florida and Puerto Rico and traveled extensively, drew inspiration from the 'Caribbean warmth and hospitality' and the 'mystique of the Middle East,' all softened through a 'midcentury lens.'

Inside, jungle-pattern wallpaper, inspired by Rudyard Kipling illustrations, pays homage to her tropical roots. Walnut wood partitions, crafted with CNC routers to feature pyramid shapes, subtly nod to pre-Columbian art and civilizations. These elements, along with the use of organic shapes and rich textures, contribute to a sense of 'relaxed luxury.'

Langhoff, who also served as the interior designer for the boutique, stated, 'I wanted the store to feel beautiful and transporting, but also warm, comfortable, and personal, like a place where people can fully settle in and experience beauty in an intentional way.' Her design philosophy is deeply influenced by Charles Eames's quote: 'The role of the designer is that of a very good, thoughtful host anticipating the needs of his guests.'

A Hub for Custom Design and Client Experience

A significant focus of the new Adornment & Theory store is its enhanced capacity for custom jewelry design, which Langhoff notes has become a 'huge chunk' of the business. The store features three spacious and private consultation salons, designed to foster collaboration and allow clients to immerse themselves in the creative process.

'We built what you asked for,' Langhoff explained. 'More custom design. More access to the creative process. More bridal. More intimacy.' These areas are equipped for clients to comfortably review stones, sketch ideas, and witness the evolution of a piece from concept to heirloom.

Adding to the welcoming ambiance, the store includes a bar that serves as both a staff kitchen and a gathering space for in-store events. A unique showcase at the cash wrap displays Polaroid pictures of clients, further personalizing the experience.

Building a Permanent Home

The move to West Town was driven by Langhoff's desire to purchase a building, providing stability and the opportunity to establish long-term roots. Despite initial budget concerns and the demanding process of searching for a property while expecting her first child, Langhoff successfully acquired the building.

'The through-line I got from all of them was, ‘I wish I would have bought my building, or I wish I would have bought the property,’' Langhoff shared regarding advice from peers. She ultimately negotiated the purchase of the building during her labor, describing the period of design and build-out as 'insane, do not recommend,' but ultimately rewarding.

Future Aspirations and Grand Opening

The new flagship boasts 1,200 square feet of interior space, matching the previous location, but includes an additional 1,000 square feet of outdoor space. Langhoff envisions this garden area, named 'El Jardin,' as a venue for events, including small weddings and summer series featuring local bartenders.

Adornment & Theory held its soft opening in April, and the official grand opening celebration is scheduled for May 28, in collaboration with CS Magazine. Langhoff expressed her excitement and pride, stating, 'I’m thrilled. I feel such a sense of personal pride, and relief, and joy.'