Zurich's latest luxury address and place to be — a series of introductions
Series part 1: Grand opening and walk through 4 floors WOW!
On Tuesday, February 11, 2025, the traditional Swiss luxury department store group Bongénie opened its new premises in Zurich punctually — an event for all those who appreciate the beautiful things in life in Switzerland's largest city.
With a solemn ceremony led by the owner Brunschwig family, the ribbon stretched in front of the main entrance was cut in a festive act with colour-coordinated scissors. Following this successfully staged symbolic moment, the invited guests, loyal customers, press representatives and influencers, who had appeared in large numbers despite the wet and grey weather, flocked into the new premises.
An inviting atmosphere of timeless elegance awaited them there — flooded with light, warm and spacious, with a total area of 4000 square meters spread over four stylishly designed floors. A harmonious mix of fashion, beauty, interior and gastronomy unfolds in the spacious interior and invites you to discover and relax.
As a welcome, all guests were served a glass of champagne, accompanied by a delicate macaron decorated with the Bongénie logo — a small gesture of refinement that was the prelude to a special shopping experience. With sparkling champagne in hand and looking forward to new discoveries, the path was clear to the wonderfully successful new premises.
Presentation ground floor
When you enter Bongénie Zurich's new premises, an atmosphere of sophisticated elegance and soothing airiness unfolds. Every detail seems carefully chosen, the offer carefully curated. The ground floor, an artfully laid travertine stone in a modern herringbone pattern with innovatively cut corners, shimmers in a warm beige that fills the room with a light, almost floating appearance. The spacious window fronts capture natural light and reinforce the airy openness of the ground floor.
Here, different worlds of luxury come together to form a harmonious ensemble. Just to the left, the beauty area welcomes guests with an exquisite selection of exquisite cosmetic and fragrance creations. The presentation is well thought-out, the displays offer products with names such as Diptyque, Byredo, Khaite and Victoria Beckham — a feast for the senses that reveals a new facet of style and exclusivity with every bottle.
Across the Street, the Chanel Shoe Boutique attracts attention, a haven of timeless elegance. A magnificently glamorous color combination and well-made lighting highlight the artfully arranged creations, which seem to rest gracefully as if they were just waiting to be worn in style.
Pleasantly secluded, at the back and with its own entrance door, the bar and lounge of restaurant Émile invites you to relax. The sophisticated acoustics create a subdued atmosphere, permeated by the soft sound of the glasses, the subtle murmurs of the guests and the occasional, quiet hissing of the portafilter machine — almost as if they were announcing a new coffee creation. A moment of peace unfolds here that promises pure enjoyment. A glass of champagne, a perfectly tempered espresso, a break from the hustle and bustle of the city or work — a moment that lasts.
Bongénie has not simply created beautiful sales rooms, but a world in which luxury and serenity go hand in hand.
Basement presentation
Men glide down a floor and dive into a world that is completely tailored to them — a haven of style, elegance and masculine sophistication. The color concept is slightly different from the upper floor: warm, nutty shades of brown and distinctive elements create an atmosphere that welcomes classic and modern gentlemen alike.
The Artistic Parquet Floor deserves particular attention, whose fan-like pattern of triangular pieces of wood in light and dark shades permeates the room with exciting dynamics. Here you don't just enter a department — you enter a world of experiences for the style-conscious man.
Fine suits from world-famous brands such as Brioni and Tom Ford await sartorialists who appreciate the highest tailoring skills — names that have already dressed James Bond. If you are looking for the ultimate expression of your personality, the separate tailored suit area allows you to create your own, globally unique and perfectly fitting suit — a statement of elegance that is difficult to surpass.
A casual look or sophisticated gents wear is also provided. Brands such as Moncler, Etro, Ralph Lauren, Jacob Cohen, Herno or Drole des Monsieur leave nothing to be desired and offer exquisite choices for slightly more casual men who still value style, quality and modern aesthetics. You don't just shop here — you compose your own style here.
Real men know that style starts with shoes. They are a statement and tell stories, reveal character and provide attitude. In curved, round shoe boutiques unfold a world of finest footwear, carefully assembled from renowned brands that offer everything from relaxed casual to exquisite and festive footwear. Here, every shoe pays homage to its wearer. And right here, between polished and artfully decorated shoes, a spacious spiral staircase leads upstairs — a successful architectural implementation that not only connects the floors, but also takes the customer on a journey. Step by step, rising with your own strength, the world of Bongénie Unfolds in New Perspectives — an ascent that leads not only through spaces, but through style and excellence.
Mezzanine presentation
On the way from the ground floor to the level above with the escalator, you revel in past Grieder times for a moment. A Touch of Nostalgia Accompanies the Short Climb Until the Mezzanine Opens — A Place Where Luxurious Living, Exquisite Fashion and Fine Cuisine Come Together in Perfect Harmony
This is a world for aesthetes and connoisseurs: exquisite home accessories to the wonderful Parisian room scents from the historic fragrance brand Trudon (TRVDON). Here you can find what gives a home character and warmth. The Housing Offer Is Rounded Off by an Impressive Selection of Assouline Books — True Treasures of Book Art. Each individual copy is handmade in a family-run company near Milan, page by page a work of art.
If you continue strolling through the mezzanine, you'll discover a carefully curated selection of trendy fashion labels for women: Balzac, Söur, Reformation or Lamarel — a celebration for everyone who not only wears fashion but celebrates it. Further back is the charming children's department, whose lovely selection is reminiscent of the old rooms, with an even greater demand for diversity. Here you can now also find elegant strollers from the novel brand Fendi — a symbol of style even for the youngest and their parents. The dressing rooms with playful windows, which add a touch of magic to the shopping experience for the youngest, are particularly delightful.
A few steps further on, you dive into another world — that of Restaurant Emile. Gently separated from the shopping area without ever losing its openness, it invites you to an oasis of peace and pleasure. Designed by renowned interior designer Sarah Poniatowski from Maison Sarah Lavoine, the space reflects a sensual blend of warmth, elegance and subtle extravagance.
The color palette plays with deep shades of brown, velvety petrol, fine gold accents, fine leather and wood — all of this interspersed with a touch of royal blue that gives the room a noble depth. The floor, artfully laid with herringbone, harmonizes with the travertine of the ground floor. The Choice was Ticino Chestnut Wood — perhaps an homage to Adolf Grieder, who once retired to Tessin to spend the last chapters of his life in peace and beauty.
Every angle, every texture, every shade of color contributes to the overall composition of this special place. Here, past and present, history and modernity, tradition and avant-garde merge into a sensual experience — an homage to life.
First floor presentation
The top floor of Bongénie Zürich is called First Floor — a place dedicated entirely to the elegance and refinement of women's fashion. As soon as you enter, you feel that you have arrived in a world that celebrates femininity, style and timeless beauty. The interior, with many wooden elements and a herringbone pattern of natural ash flooring, exudes a harmonious mix of lightness and refinement, which transforms the shopping experience into a sensual pleasure.
The range is classic, elegant and deliberately chosen to be timeless. Here you can find selected pieces from major fashion houses — from the minimalist perfection of Phoebe Philio to the luxurious craftsmanship of Brunello Cucinelli to the iconic creations by Max Mara, Alaïa and Jacquemus. Each piece represents its own story, created for women who not only wear style but live it.
A particular highlight is the exclusive swimwear department of the French brand Eres. The architecture of this area plays with soft shapes and curved lines that are reminiscent of waves — a subtle homage to the elegance of water and the aesthetics of movement.
Another highlight on the first floor is the curated selection from the renowned Zurich second-hand boutique Reawake. Here you can find exceptional pieces with history — rare fashion jewels that go far beyond the trend and embody timeless class.
This first floor is not simply a world of shopping — it is an homage to the art of fashion, to women who express their style with elegance and individuality. A place where fashion is not only presented, but celebrated with every fiber.
Bongénie Zurich — upscale shopping world on 4000 square meters and four floors
There's no other way to say it: The Bongénie Branch in Zurich is more than a light-filled, spacious luxury boutique — it's an experience, a genuine new place to be in Zurich.
The newly opened Bongénie is a place where elegance breathes, aesthetics are felt and every angle is thought out in an original Swiss way. Staged with sophisticated lightness, exciting architecture and artistic interior design in a listed building, it is undoubtedly the new most brilliant icon in Zurich's Luxury World.
Wow! The Bongénie in Zurich — This is how this series continues
Now it's there — the new Bongénie in Zurich. A masterfully staged temple for fashion and the beautiful things in life that invites you to linger. A place where style meets elegance — and where, thanks in part to the in-house bar and restaurant Emile, you can easily lose yourself until late at night.
In the next part of our presentation series, we invite you to discover the story of Bongénie in Zurich. Read through one of the most successful stories among Swiss luxury boutiques, from the takeover of the Grieder House to the move to Bahnhofstraße 3. Click here to read the second part of the series.
In the third part of our presentation series, we invite you to an enjoyable visit: We are pampered for a moment at the bar and dive into the culinary world of the restaurant, Click here to read the third part.
