Shopping

13 rue de la Paix, the jewel of Cartier’s happiness in Paris

03 Apr 2023

The mythical address of 13 rue de la Paix de Cartier reopens after two years of work. This space, completely redesigned, is the starting point of a new story for the house.

Complete reinvention, the new building on which the veil rises today does not belong to any period but respects them all, prefers no style and celebrates them all. Free and theatrical interpretation of Parisian codes, it offers the capital, its roofs, its perspectives as well as its secret treasures, a sublimated, poetic and timeless version. This architectural vision is that of the entire Cartier style, which finds its power in all eras and all cultures to grasp what is hidden in each and every one of them,” said Cyrille Vigneron, CEO and President of Cartier. during the inauguration of the historic space of the house, located at 13 rue de la Paix completely transformed after two years of work. How to breathe new life into this emblematic place, which for more than a century has been frequented by artists, crowned heads, film and music stars, athletes and politicians in search of a tailor-made tiara or an eau de parfum, a leather bag or a gold watch, a diamond river or a Love bracelet? By bringing together not one but three teams of interior architects and decorators who expressed their visions of Cartier to inscribe the watchmaker-jeweller in the future. It was a daunting task. Everyone rethought the six floors of the 3,000 m2 building. Although almost nothing has been preserved of the previous decoration, which was itself a creation of all pieces, this realization, of an unprecedented magnitude, does not turn the back to the glorious past of the place. The soft and luminous gesture that presides over this mutation makes dialogue between the epochs and the decorative styles of the house, paying tribute to them while inscribing them in a timeless modernity. The architecture and decoration, which have preserved some significant elements of the place – the famous portor exterior facade, this black marble veined with gold yellow, the historic elements of the salons, the decorative details, including the old mouldings in some of the rows, offer a contemporary reinterpretation of the house’s identity and heritage. The interior of the Cartier Paris boutique has been transformed for a better stroll on the four commercial levels, while invoking at every moment the spirit of the brand.

Cartier

13, Rue de la Paix, 75002 Paris www.cartier.com/fr-fr/

See itinerary

First of all, the Moinard Bétaille agency, which has been working on the design and design of Cartier boutiques for more than twenty years, has designed the sales spaces for jewellery, fine jewellery, watches and clocks. The addition of natural light from the enlarged windows on the façade and the glass roof overlooking the rear atrium helps to smooth the visitor experience. Then, Studioparisien, founded by Laurène Barbier-Tardrew and Romain Jourdan, designed the place dedicated to customer service, the personalization bar where to engrave a jewel or a watch, archives and workshops of fine jewellery. Almost twenty artisans of the exceptional now work daily at 13 rue de la Paix, creating unique jewels. Finally Laura Gonzalez signs The Residence, a very exclusive apartment under the roofs of the building. Designed as a reception and living area, it has a dining room, a living room, a large kitchen and a winter garden.

Bruno Moinard designed two small adjacent patios that are wide open to the sky. 13 rue de la Paix is not just a shop. It also has a creative hub. “This shrine of Jeanne Toussaint and Louis Cartier saw the birth of a large part of Cartier’s aesthetic and creative style, singular and plural, unique and universal, an inexhaustible source of inspiration for the treasures of yesterday and tomorrow,” says Cyrille Vigneron. “This boutique is unique for its universal vocation from the outset: its opening in 1899 is associated with the arrival of Albert Cartier’s son, Louis, at the head of the house and the establishment of the creative studio. The cradle of major stylistic trends in jewellery, the 13 Peace boutique is from the outset a radiant belly of the house in the world. It is from this address that the big sellers leave for Russia, Iran, China…», continues Pierre Rainero, Director Image, Style and Heritage of Cartier.

The most famous jewelry and watches were born here since, from the opening, Louis Cartier had installed, next to his office, a creative studio and a rich collection of art and architecture books currently held in the archives on the fifth floor of the building. Passionate about innovation, this scholar was a pioneer in the use of platinum jewellery, a white precious metal previously reserved for industry, which makes it possible to shape frames with much lighter motifs than those in gold or silver. It displays its garland style, inspired by the rich ornamental designs of the 18th century, breaking away from the classical forms of the 19th century . Here too, he drew the first wristwatch for his friend, the aviator Santos Dumont. Then the Tank, whose case and stretchers all look like a British tank seen from above. He laid the foundations for what would become one of the house’s specialities: the watchmaking of form… The Trinity ring was also born on a suggestion, according to legend, by Jean Cocteau. Moreover, a living room located on the ground floor in the name of the poet and artist uses its stylistic codes. One can even admire, exposed in a window, his academician sword made by Cartier in 1955.

At 13 Rue de la Paix, the Panthère and Tutti Frutti motifs were born thanks to the inventiveness and anti-conformism of Jeanne Toussaint, who was once the great love of Louis Cartier, but especially the house’s artistic director for several decades. A historic salon is dedicated to this creative soul of the house. Arriving from Belgium at the beginning of the 20th century, she made the best hours of Parisian evenings with her irreverence and sense of style. Louis Cartier hired him in 1920 to design bags and a collection of everyday accessories. He appointed Jeanne Toussaint in 1933 to direct the creation of Cartier, where she remained until 1970. In full German occupation of Paris, after having evacuated the stock of Cartier jewelry in free zone, she decides to display in the windows of 13 rue de la Paix a jewel brooch representing a bird in cage with head down. Arrested and interrogated by the Gestapo, the designer claims that the jewel dates back to 1933 and denies having taken a political position. At the liberation of Paris, Jeanne Toussaint will create L’Oiseau Libéré, a blue red white brooch (lapis-lazuli, pink diamond and coral) where, all wings spread on its open cage, the bird celebrates the freedom found. Indomitable and avant-garde, Jeanne Toussaint, nicknamed the Panther, has made her passion for colour combinations, flexibility, reliefs, motifs inspired by flora and fauna, the key to the success of Cartier.

In addition to the Cartier jewellery, watchmaking, leather goods, perfumes and lifestyle collections, lovers of exclusive jewels and timepieces will find creations and models only sold at 13 rue de la Paix. There are three Panther jewels with feline details: a yellow gold and lacquer watch, a case that belongs to the family of perfume kits of the house and a semi-open rigid ring in yellow gold and onyx. Three exceptional limited edition watches also attract the eye. Tribute obliges, the Tonneau, the Asymmetrical Tank and a Bell present the number 13 at noon, and the word Peace at 1 o’clock. With a platinum case, a ruby winder cabochon, a black alligator bracelet, all are engraved on the back of a 13 Peace crest. So many collectors in power without forgetting the Tradition offer.

This Cartier collection is composed of rare and ancient pieces. Jewellery, watches and precious objects are selected and authenticated by the experts of the house with the help of the archives. They are then meticulously restored by specialized artisans. And offered for sale. In the shop of 13 rue de la Paix, the choice was made on about fifteen pieces highly prized by collectors, all created during the last two decades of the 20th century. They are exhibited in the Jeanne Toussaint salon where they rub shoulders with some contemporary jewels emblematic of the Cartier style. The new 13 Peace offers itself both as a place of wonder and walk.