After 2 years, Cartier finally completed the renovation and reopened the historic flagship store at 13 Rue de la Paix, Paris
Traveling to Paris, don’t miss the newly refurbished Cartier flagship store
The Cartier flagship store in Paris, 13 Rue de la Paix, is not the first physical store in Cartier history. But this is the place that helped define Cartier’s leadership position in the jewelry and jewelry industry from 1899 to the present.
Therefore, the renovation of a historical site is not small. Taking 2 improvements and the help of 3 different teams of architects, Cartier finally reopened its 6-story flagship store in Paris. For those who love the French brand, want to learn more about Cartier, and are planning to travel to Paris, this will be a place not to be missed.
Cartier’s Paris flagship store, right next to Place Vendôme – the heart of the world’s high-end jewelry – has always been associated with technology, creativity, and the spirit of craftsmanship.
In the early 20th century, this Cartier store was one of the first commercial stores in Paris to be equipped with electrical and telephone systems. The Cartier brothers also invested heavily in buying cars to deliver to VIP customers. Some of Cartier’s most famous designs today, such as the Santos line of watches, the Trinity ring, and the Panthère jaguar emblem are born here.
As the face of the brand, the Cartier flagship store in Paris has been continuously upgraded throughout the brand’s history. From 1910 to 1913, the Cartier family expanded the premises, “acquiring” buildings 11 to 13, creating a space of 3000 m². In 2005, the store was given an industrial look reminiscent of the style of the early 20th century. Now it has not only been renovated but completely changed the interior appearance. “This project can be compared to a cocoon breaking, like a caterpillar turning into a butterfly,” said Cyrille Vigneron, brand president and CEO.
Cartier’s goal is to bring more entertainment to customers when they come to the flagship store in Paris. For the first time in the French brand’s two-century history, the flagship store opened its doors wide, inviting customers to roam the six-story building. Formerly secret spaces, such as the workshop, have been re-arranged to allow visitors to take a tour to learn more about Cartier’s craftsmanship.
Dark designs in the old store, such as the dark brown parquet room and the heavy staircase, were removed. Instead, in the center of the new space is a skylight with a transparent glass ceiling, allowing guests to see 5 floors throughout the building. Offices that are not used to receive guests are moved to 2 basements underground.
Cartier invited three different groups of architects to completely refresh the flagship store in Paris. Working with them are 12 artisans and 40 workshops specializing in interior decoration such as lacquer, wood carving, stone treatment, mosaic tile, and metal… The ultimate goal is to renovate the 6-story building. divide the interior space properly and provide a seamless experience for customers.
Upon entering, you’ll be greeted at the reception, before strolling around the 1400 m² storefront and second floor. On the first floor are modern Cartier designs such as watches, fine jewelry, wedding jewelry, and leather accessories. The second floor is for Haute joaillerie, with hidden salons for VIP customers to try on precious designs.
Interspersed between this space are small rooms, called salons, displaying one-of-a-kind Cartier artifacts. A room for the sword Cartier made for French writer Jean Cocteau in 1955, made of gold and silver, enameled and decorated with precious stones such as diamonds, rubies, emeralds, black onyx; or rare books from Louis Cartier’s library. Another salon is dedicated to Jeanne Toussaint, the hand who invented the jaguar emblem La Panthère.
On the third and fourth floors are spaces that celebrate Cartier’s savoir-faire craftsmanship, including product maintenance, servicing, and repair services. Customers who want to order a unique design for themselves will also be consulted here. Next to it is a small creative space for children.
On the fifth floor is the archive, where historical images and works of Cartier are displayed and inspired. Also on this floor is Cartier’s finest jewelry workshop, where artisans work using sunlight.
At the top is The Residence, a top-secret space designed like a luxury apartment in Paris, complete with a living room, kitchen, and outdoor garden.
It is no exaggeration to liken Cartier’s Paris flagship store to a miniature museum, bringing customers into the magic that has been built over two centuries of the store.
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