Cartier Reconstructs Their Iconic 13 Rue de la Paix

Cartier Reconstructs Their Iconic 13 Rue de la Paix


The long wait has ended as Cartier’s newly revamped 13 Rue de la Paix is now open to the public

Everyone knows this—13 Rue de la Paix is the legendary address that houses magnificent high jewelry pieces made with such exquisite craftsmanship. For those who are enthusiasts of the history of fashion and jewelry, some consider it as a historical spot in the streets of Paris as Louis Cartier built the very essence of Cartier in the building in 1899. To this day, it holds the unique style and identity of Cartier that serves as an inspiration for all maisons across the globe. 

After a two-year wait, Cartier finally unveils 13 Rue de la Paix and its newest renovation. The flagship store has now opened its doors to all, showcasing the maison’s elevated setting that magnifies the identity of Cartier. 

It was an extensive renovation as three architectural firms, Moinard/Bétaille, Studioparisien, and Laura Gonzalez, worked hand in hand to capture the brand’s distinguished ambience. Merging Cartier’s decorative styles with modernized codes, the transformation of the iconic maison perfectly encapsulates the multifaceted yet timeless identity of Cartier.  

At the very front, the facade was finished in a Neoclassical manner, a subtle tribute to the châteaus scattered across France. However, black and gold Portoro marble was used. Elegantly modern yet timeless, it is simply hard to miss. 

Though the maison architecture and interior design remain steadfast in their brand identity, the flagship store was divided into three to accommodate the three firms that are dear to them. In its entirety, it is cohesive yet uniquely finished with the architects’ distinct creativity. 

The Moinard Bétaille agency, who has been designing Cartier’s boutiques for more than 20 years, focused on the first three floors of the store. Architects Claire Bétaille and Bruno Moinard revamped the space with the sole intention of widening the space for guests to freely roam the area. Though the first two floors were designed for the boutique, it was only fitting that the architects placed their focus on giving the people an immersive experience of the maison’s creations.

The Studioparisien agency was responsible for the third and fourth floor, where services are held on the third floor, and the very home of the maison’s high jewelry workshops are done on the fourth floor. Laurène Barbier Tardrew and Romain Jourdan, the architect and designer of the firm, transformed the space using Parisian creative codes, paying homage to the maison’s roots—an elegant style combined with a modern touch. 

Laura Gonzalez focused her attention on the fifth and top floor of the maison, where it houses the archives, winter garden, and a space to entertain Cartier’s events. The architect explores various cultural elements by utilizing their techniques, creating a harmonious and universal ambience. 

Over the years, Cartier has been a prominent house that continues to produce the most exquisite jewelry. And as they unveil their newly renovated store, they welcome us to experience a space that beautifully merges their history and creative codes in a timeless manner.

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