Cartier has recently raised the bar for renovation projects with the introduction of an extraordinary urban scenography surrounding its flagship store in the heart of Paris. Situated at 13 rue de la Paix, this historical store, founded by Louis Cartier in 1899, is currently undergoing an extensive two-and-a-half-year renovation and is set to reopen in September 2022 as the largest Cartier boutique globally, spread across five floors.
The meticulous planning and craftsmanship behind Cartier’s renovation project is evident in the new wrapping of the building. The brand has dedicated over a year to collaborating with a diverse team of professionals, including architects, artists, designers, engineers, mountaineers, model makers, sculptors, skilled metalworkers, and painters. Their combined effort has resulted in a breathtaking 25-meter-high walking space that faithfully represents the original facade of the store.
The primary objective of this urban scenography is to provide tourists and locals the opportunity to get acquainted with Cartier’s rich history, all while ensuring there is no disruption to pedestrian traffic along rue de la Paix, a prestigious street that leads to the renowned Place Vendôme, home to some of the most eminent jewelry brands worldwide. Partnering with signage experts JC Decaux, the structure encompasses a 500-square-meter backdrop, featuring 28 personalized decorative windows adorned with striking gold steel Cartier monograms. Additionally, the scenography includes three cornice rows to preserve the store’s original facade, around 400 square meters of marble-style billboards replicating the boutique’s appearance, and over 50 meticulously crafted decorative items, such as column capitals, bases, emblems, and logos.
The concept of wrapping buildings as a means of revitalizing them holds great significance for the French, and Cartier’s urban scenography is no exception. Inspired by the renowned artist Christo, this installation aims to captivate viewers both visually and intellectually. The decorative windows will undergo periodic changes to narrate Cartier’s captivating story, commencing with an exhibition that highlights the brand’s enduring connection with the panther and its iconic red box.
Cartier’s relentless pursuit of creating an immersive and visually striking experience for its customers is evident in its innovative approach to renovation. By transforming the exterior of the flagship store into a masterpiece of art, Cartier demonstrates its commitment to preserving its rich heritage whilst embracing modernity. As the completion of this remarkable project approaches, the anticipation for the grand reopening of the Cartier boutique in September 2022 continues to grow, promising an indelible impression on visitors from around the globe.
Useful Links:
– Cartier Official Website
– JC Decaux Official Website
