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 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 Gentle, Cartier’s era-defying flagship boutique 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 buying – 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 supplied added privateness to purchasers, whereas concurrently selling the household title. Extra considerably, the boutique has additionally been a treasured sanctuary for the maison’s most outstanding inventive visionaries, similar to Louis Cartier, Jeanne Toussaint, Charles Jacqueau and plenty of extra.

Right now, 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 entire overhaul rivals the boutique’s landmark growth between 1910 and 1913, the place Cartier took up all the stretch from 11 to 13 Rue de la Paix, which previously belonged to the Hôtel Westminster. Fully rethought, redesigned and refurbished, suffice it to say that each 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, type and heritage, “In just a little over a century, this legendary handle has by no means ceased to remodel, evolve and adapt to the occasions and customs, in a quest to open up much more of its areas to prospects and guests, and to continually take note of their freedom and want to maneuver round and select.”

TRANSFORMING THE CARTIER BOUTIQUE

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 all the 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 could be that after you stroll by means of its gilded doorways, it’ll appear to be you’ve stepped right into a miniature universe unto itself, one the place clear strains and excellent 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 gentle 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 purchasers and mates 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 take into account this legacy, discover a modern 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 sort 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 crew the best way all the very best five-star inns 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 buying at Cartier. So the true 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 method, 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 essentially 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 instances unfold over the bottom, first, and second flooring, providing all of Cartier’s modern collections. Nevertheless, you may’t assist however be drawn deeper in 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 vivid, welcoming ambiance and surprisingly, extra respiration area than one would assume doable. These breathtaking interiors are the brainchild of the Moinard Bétaille company, a trusted Cartier structure companion for over 20 years. Armed with in-depth information 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 treasured model of its former self.

Two freshly refurbished wood-panelled rooms function historic salons showcasing classic Cartier timepieces and objets d’arts. These embrace 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 picket panel crafted by Atelier Midavaine that bears this memorable verse by the French poet: “Cartier, the delicate 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 purchasers can take pleasure in 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 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 traditional class.

Mother and father buying with youngsters will likely be delighted by the Quartier de Petits children’ nook, which is chock filled with inventive actions impressed by the maison’s icons and magnificence references.

ART AND LIVING

Subsequent to the Archives, the Residence occupies a lot of the fifth and uppermost flooring, providing an extremely intimate area for purchasers and mates of Cartier to take pleasure in.

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

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

“By reinventing itself in 2022, this place which laid the foundations of recent and modern 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 is still a reference for all the world,” remarks Rainero.