Inside Cartier’s newly refurbished Parisian boutique

At first, there have been three. Three Cartier brothers, three iconic cities, three historic addresses, like an almost-sacred trinity.

However inside this commemorated community, Cartier Paris, now often called 13 Paix, reigns as the primary amongst equals, because the birthplace and matrix of all for which the maison stands.

Influencing the Parisian luxurious and society scene simply as a lot because it has been influenced by the Metropolis of Mild, Cartier’s era-defying flagship serves as an inexhaustible supply of inspiration for the treasures of its previous and future. Because it adjoins the magnificent Place Vendôme, Rue de la Paix was the place to be in Paris for luxurious procuring – then as a lot as now.

Again within the day, Cartier had been one of many first companies in Paris to supply electrical energy and a phone. So entrepreneurial have been the Cartier brothers that they even had their very own firm vehicle designated for deliveries. This service supplied added privateness to shoppers, whereas concurrently selling the household title. Extra considerably, the boutique has additionally been a treasured sanctuary for the maison’s most outstanding inventive visionaries, comparable to Louis Cartier, Jeanne Toussaint, Charles Jacqueau and lots of extra.

Immediately, it raises the curtains to a daring rejuvenation of its storied interiors that seeks to vary the face of luxurious watch and jewelry retail as you’ve by no means earlier than imagined. This whole overhaul rivals the boutique’s landmark growth between 1910 and 1913, the place Cartier took up the complete stretch from 11 to 13 Rue de la Paix, which previously belonged to the Hôtel Westminster. Solely rethought, redesigned and refurbished, suffice it to say that every one 3,000sqm of the home’s Parisian retailer has been completely reinvented, the place nothing of its earlier inside has been preserved.

Says Pierre Rainero, Cartier’s director of picture, model and heritage, “In slightly over a century, this legendary deal with has by no means ceased to rework, evolve and adapt to the instances and customs, in a quest to open up much more of its areas to prospects and guests, and to always keep in mind their freedom and want to maneuver round and select.”

FULL TRANSFORMATION

Envisioned via the eyes of three groups of architects all expensive to the maison, the brand new boutique provides a spectacular transformation sharing the multi-faceted persona of the maison with good concord throughout the entire constructing’s six flooring. From one in every of Paris’ most hallowed luxurious locations, the boutique has metamorphosed into a spot of discovery and life. Followers of its beloved Neoclassical facade in black and gold Portoro marble needn’t fret, because the boutique retains its distinguished presence among the many many iconic sights on the luxurious streets of Paris.

The large distinction now’s that after you stroll via its gilded doorways, it’ll seem to be you’ve stepped right into a miniature universe unto itself, one the place clear traces and ideal symmetry of Parisian Haussmannian structure have been transmuted to a contemporary embrace of natural curves, nature inspiration, and intermingling of intimate coves and communal areas, all bathed in pure mild streaming in instantly from the roof and touching each single flooring.

That is the primary time in Cartier’s historical past that the boutique is totally opened as much as shoppers and associates of the maison, as all previously-secret areas (situated beneath the rooftop) at the moment are designed for exploration and interplay. “13 Paix is Cartier’s historic and Parisian dwelling,” says Nicolas Vérine, director of Cartier’s structure division. “We needed to contemplate this legacy, discover a up to date narrative for its traditional structure and play with the codes of this iconic image.

Promising a novel retail expertise not not like a go to to an artwork and tradition museum, 13 Paix provides a lot to discover for each type of Cartier buyer, as a result of not solely has the shop been utterly rejuvenated, however the vary of providers rendered as nicely. A Cartier kiosk stationed up entrance has been launched as your first level of contact with the boutique, which runs a full concierge crew the way in which all one of the best five-star motels do – by showering you with a lot particular consideration that you simply’ll really feel like a correct Duke or Duchess.

That’s all very good, though one does anticipate to be pampered whereas procuring at Cartier. So the actual magic is what occurs the second you enter the boutique correct and the complete 13 Paix expertise unravels earlier than your very eyes, ears and noses too. Soundscapes and olfactory ambiences, suave shows and objects of fascination, all the things has been meticulously curated to disclose a lot and extra about Cartier and its creations, inspirations, stylistic codes, historical past and all that embodies the maison’s virtuosity.

“The architects we selected to accompany us on this distinctive journey had to supply their expertise to the fullest in an uncompromising approach, whereas being a part of a multi-voiced ensemble,” provides Vérine. “It’s this assembly of views, approaches and types that makes the brand new 13 Paix an architectural and ornamental ensemble like no different, and probably the most correct reflection of the Cartier spirit.”

AN ICON REBORN

Jostling on your consideration are quite a few watch and jewelry vitrines and glass circumstances unfold over the bottom, first, and second flooring, providing all of Cartier’s up to date collections. Nevertheless, you possibly can’t assist however be drawn deeper in the direction of the again of the boutique, the place a towering atrium extends all the way in which to the glass roof six storeys above, illuminating the areas inside. Like a secret courtyard in a Parisian constructing, it anchors the boutique, imparting it a brilliant, welcoming ambiance and surprisingly, extra respiration house than one would suppose doable. These breathtaking interiors are the brainchild of the Moinard Bétaille company, a trusted Cartier structure accomplice for over 20 years. Armed with in-depth data of the maison’s id and deep respect for its heritage and codes, they’ve up to date 13 Paix with a up to date, fluid, elegant and valuable model of its former self.

Two freshly refurbished wood-panelled rooms function historic salons showcasing classic Cartier timepieces and objets d’arts. These embody Jean Cocteau’s well-known academician sword from the Académie Française, in addition to a set of uncommon books and archives within the library of the Louis Cartier Salon. Beside Cocteau’s bejewelled sword is a lacquered picket panel crafted by Atelier Midavaine that bears this memorable verse by the French poet: “Cartier, the refined magician, who dangles slivers of the moon on a thread of solar.”

One other salon you shouldn’t miss is the Jeanne Toussaint Salon devoted to the world of La Panthère as she was affectionately recognized. Close by, Emerald and Ruby are two small salons devoted to boutique exclusives and restricted editions.

Wedding ceremony jewelry flesh out the rest of the primary flooring, whereas the second storey is devoted to excessive jewelry. Overlooking bustling Rue de la Paix, the Artwork Deco, Indes and Inspiration Salon is the place VIP shoppers can get pleasure from a spot of privateness, whereas the Faune et Flore Salon immerses all guests in Cartier’s many stylistic universes.

The third and fourth flooring are all about Cartier’s savoir faire and heritage. That is the place the complete vary of Cartier providers could also be loved, from upkeep and repairs to personalisation and extra. Renovation of this degree, the excessive jewelry atelier above and the Archives room on degree 5, have been entrusted to Studioparisien, an company that brings modernity, sobriety and performance to Cartier’s codes of traditional magnificence.

Mother and father procuring with youngsters can be delighted by the Quartier de Petits children’ nook, which is chock stuffed with inventive actions impressed by the maison’s icons and elegance references.

ART AND LIVING

Subsequent to the Archives, the Residence occupies a lot of the fifth and uppermost flooring, providing an extremely intimate house for shoppers and associates of Cartier to get pleasure from.

With a reception and dwelling house that includes a eating room, salon, kitchen and wonderful winter backyard the place two small patios open into the sky, this lovely house is embellished by Laura Gonzalez and kitted out in furnishings and materials created solely for Cartier.

On the identical time, luxurious artisanal craftwork is discovered all through the boutique, exhibiting almost 40 artwork workshops and showcasing a plethora of métiers together with lacquer, woodwork, stone, leather-based or straw marquetry, mosaics, high-quality metalwork, carpets, glass, wallpaper or workers work, custom-made furnishings and patinas.

“By reinventing itself in 2022, this place which laid the foundations of recent and up to date jewelry, which noticed the invention of the fashionable wristwatch and the delivery of the Panther, continues and reaffirms its place and function in a radiant Paris. A Paris of style and savoir faire that continues to be a reference for the complete world,” remarks Rainero.