At first, there have been three. Three Cartier brothers, three iconic cities, three historic addresses, like an almost-sacred trinity. However inside this honored community, Cartier Paris, now often known as 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 Gentle, 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 had been the Cartier brothers that they even had their very own firm car designated for deliveries. This service provided added privateness to shoppers, whereas concurrently selling the household identify. Extra considerably, the boutique has additionally been a treasured sanctuary for the maison’s most outstanding inventive visionaries, equivalent to Louis Cartier, Jeanne Toussaint, Charles Jacqueau and lots of extra.

Right this moment, it raises the curtains to a daring rejuvenation of its storied interiors that seeks to alter the face of luxurious watch and jewelry retail as you’ve by no means earlier than imagined. This entire overhaul rivals the boutique’s landmark growth between 1910 and 1913, the place Cartier took up your complete stretch from 11 to 13 Rue de la Paix, which previously belonged to the Hôtel Westminster. Completely 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, fashion and heritage, “In a bit of over a century, this legendary handle has by no means ceased to rework, evolve and adapt to the occasions and customs, in a quest to open up much more of its areas to clients and guests, and to continually have in mind their freedom and need to maneuver round and select.”

Full Transformation

Envisioned by means of 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 all 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 posh streets of Paris.

The massive distinction now’s that when you stroll by means of its gilded doorways, it’ll seem to be you’ve stepped right into a miniature universe unto itself, one the place clear strains 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 buddies 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 residence,” says Nicolas Vérine, director of Cartier’s structure division. “We needed to think about this legacy, discover a up to date narrative for its basic 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 form of Cartier buyer, as a result of not solely has the shop been fully 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 group the best way all the very best five-star inns do – by showering you with a lot particular consideration that you just’ll really feel like a correct Duke or Duchess.

That’s all very good, though one does count on to be pampered whereas procuring at Cartier. So the true magic is what occurs the second you enter the boutique correct and the total 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 pieces 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 offer their expertise to the fullest in an uncompromising manner, 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 to 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 best way 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 environment and surprisingly, extra respiration house than one would suppose potential. These breathtaking interiors are the brainchild of the Moinard Bétaille company, a trusted Cartier structure associate for over 20 years. Armed with in-depth data of the maison’s identification 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 group of uncommon books and archives within the library of the Louis Cartier Salon. Beside Cocteau’s bejewelled sword is a lacquered wood 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 total vary of Cartier providers could also be loved, from upkeep and repairs to personalisation and extra. Renovation of this stage, the excessive jewelry atelier above and the Archives room on stage 5, had been entrusted to Studioparisien, an company that brings modernity, sobriety and performance to Cartier’s codes of basic magnificence.

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

Artwork and Residing

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

With a reception and dwelling house that includes a eating room, salon, kitchen and beautiful winter backyard the place two small patios open into the sky, this stunning house is embellished by Laura Gonzalez and kitted out in furnishings and materials created completely 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, superb metalwork, carpets, glass, wallpaper or employees work, custom-made furnishings and patinas.

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