THE MAISON’S ANCESTRAL HOME

Following a complete reinvention, the reopening of the iconic Cartier boutique in 13 rue de la Paix Paris invites you on a precious journey into the heart of the Cartier Universe

THERE ARE SEVERAL major historical and stylistic landmarks that hold the life and memories of Maison Cartier. These “temples” include the Mansion in New York, New Bond Street in London and 13 rue de la Paix in Paris. In this almost-sacred trinity, 13 Paix hold a unique place in Cartier’s history. It was here, in 1899, that Louis Cartier – who had just joined his father Alfred – decided to give the family business a Parisian base to reflect the exceptional destiny he would build for it.

Rue de la Paix is situated in the heart of Paris, a historical place where so many have walked before and so many more will. The boutique occupies an unmissable spot in the middle of the street. The place bears witness to the emergence of some of Cartier’s greatest styles. The boutique has welcomed exceptional personalities from all over the world, hosted artists from all horizons, inspired poets and offered its interiors for various film productions. It is also the place where Jeanne Toussaint set up her office and where the most memorable pages of the Maison’s creative history were written. Toussaint was initially in charge of leather goods and accessories before she took the helm as creative director in 1933 – a position she held until her retirement in the 1970s. She was a pioneer in women’s emancipation, offering new freedom with her creations. The “Toussaint taste” profoundly marked the stylistic history of the Maison and that of the 20th century.

In a little over a century, this mythical address has never ceased to transform, evolve and adapt to the times and customs. This goes in line with its quest to open up even more of its spaces to customers and visitors, and to take into account their freedom and desires to move around and choose.

Yes, 13 Paix has led several lives and now a new chapter has begun as the boutique’s most recent renewal has been completed. After two years of renovations – from June 2020 to October 2022 – 13 Paix has once again been transformed. The building has been entirely rethought, redesigned and refurbished with the help of three teams of architects dear to the Maison: Moinard Bétaille, Studioparisien and Laura Gonzales. Together, they offered a transformation that is both multi-faceted and profoundly harmonious across all six levels of the building.

Although almost nothing from the previous interior has been preserved, this new project doesn’t turn its back on the glorious past. With a gentle and luminous touch, it created a dialogue between the eras and decorative styles of the Maison, paying tribute to them while at the same time inscribing them in a timeless modernity. The architecture and decoration, which have preserved certain significant elements of the building –

including the façade, the historical elements of the salons, the decorative details including the old mouldings of certain enfilades – offer a contemporary reinterpretation of the identity and heritage of the Maison. The past, present and future coexist in a fluid manner within these walls. The commercial function, which occupies four of the building’s six levels, coexists and communicates naturally with the spaces dedicated to the High Jewellery workshops, the Maison’s archives and, under the roof, its tradition of hospitality and openness to cultural and intellectual life, embodied by the Residence.

The new number 13 is reinterpreted as a living symbol of the Maison while preserving the façade and the key elements of its identity. The reinvention of the first three levels was entrusted to the Moinard Bétaille agency, who has been designing Cartier boutiques for over twenty years. On the ground level, everything has been opened up so that natural light can touch all the spaces, creating an invitation to stroll and discover the spaces. Furthermore, two historic salons have been carefully restored and the decorative elements have been given new life. Outside the salons, the first floor is dedicated to the world of engagement and weddings with warm, pastel and golden colours to create a warm, cosy and relaxed atmosphere.

Two lifts opening onto the atrium lead directly to the third floor, to the wide range of services available for clients, while the fourth floor is for the High Jewellery workshops. While continuing the tradition of the boutique itself, whose codes they share, these new spaces with clearly-identified functions are subtly distinguished by their very contemporary look. In charge of the renovations on the third and fourth floors are Laurène Barbier Tardrew and Romain Jourdan, architects and designers of Studioparisien.

At the fifth and top floor of the building, which houses the Archives, Cartier entrusted Laura Gonzales for the decoration of its Residence, a reception and living space with a dining room, a salon, a large kitchen and a winter garden. The Residence is an exclusive space designed as a space for living, entertaining and hosting cultural events.

“By reinventing itself in 2022, this place which laid the foundation of modern and contemporary jewellery, which saw the invention of the modern wristwatch and the birth of the Panther, continues and reaffirms its place and role in a radiant Paris. A Paris of taste and savoir-faire that remains a reference for the entire world,” said Pierre Rainero, Director of Image, Style and Heritage at Cartier, about the boutique’s reinvention.

The new 13 Paix is a place of both wonder and exploration. It has been designed to come to life, allowing it to be as much a pleasure to discover as it is to find. Both spectacular and familiar, grandiose and moving, it is the ideal setting for the Maison’s creations and a beloved address for its clients, teams and friends.