13 Rue de la Paix, the very heart of Parisian style and elegance, has been home to Cartier’s flagship store for almost 125 years. In 1899, Louis Cartier, joining his father Alfred, made the bold decision to relocate the family business to this prestigious address, solidifying its position on the most fashionable street in Paris. It was here, in the 1920s, that Jeanne Toussaint rose to prominence as the Maison’s creative director, transforming Cartier into a symbol of popular culture.
This article delves into the history of the flagship store and the recent renovation that has breathed new life into this iconic Parisian landmark.
A Legacy of Style and Innovation
The iconic building underwent a two-year-long renovation to preserve its unique heritage and prepare the Maison for a new chapter. The result is 13 Paix, a reinvented and refreshed flagship store unveiled to the public in October.
This extensive renovation was no simple feat. Cartier engaged three teams of architects to transform this historic building, resulting in a multi-level masterpiece. Now spanning ten salons across six floors, 13 Paix offers a curated experience:
- Two expansive floors dedicated to retail, showcasing Cartier’s signature high jewelry and bridal collections.
- A floor specifically designed for customization, offering personalized services to customers.
- A dedicated workshop where in-house artisans meticulously craft their creations.
- An archive section housing prized gems and historical artifacts, preserving Cartier’s rich heritage.
- A luxurious penthouse residence, designed to entertain exclusive clientele and distinguished guests.
This renovation was not just about adding modern features but also about harmonizing the old with the new. Original design features and historical details—including the neo-Classical façade, historical elements of the salons, and decorative elements like the old mouldings—are gracefully juxtaposed with bright and contemporary interiors, resulting in a quintessential Parisian style that perfectly embodies Cartier’s DNA.
Sustainability at the Forefront
Cartier is committed to protecting the environment and biodiversity, making sustainability a key priority in all its renovations. 13 Paix stands as a testament to this commitment, meeting the highest ecological standards. The project was meticulously designed to ensure the building’s long-term sustainability and achieve the prestigious BREEAM environmental certification.
The façade, for example, boasts a vibrant vertical garden, a collaboration between Cartier’s perfume designer Mathilde Laurent and botanical design specialist Studio Mary Lennox.
A Showcase of Cartier’s Heritage and Vision
This Parisian flagship joins Cartier’s recently remodeled stores in London and New York, all of which celebrate the Maison’s legacy. 13 Paix showcases archival and collector pieces alongside exclusive creations, including a Nécessaire à Parfum case, watches, and Panther jewelry engraved with “13 Paix Paris” or a “13 Paix” coat of arms.
Adding to this tribute are five High Jewellery creations and three exceptional limited-edition watches. These pieces, featuring the number 13 and the word “Paix,” pay homage to Cartier’s iconic themes and celebrate the store’s unique location.
13 Paix offers an unparalleled experience for every visitor. The Concierge team provides personalized service, anticipating guests’ needs and desires with the elegance of a five-star hotel.
A Journey Through Parisian Elegance
Stepping into 13 Paix is like entering a world of Parisian sophistication. The ground floor boutique is anchored by an atrium, reminiscent of a Parisian courtyard, bathed in natural light cascading through a glass roof. This architectural feature seamlessly connects all six levels, creating a sense of openness and grandeur.
The first two floors are dedicated to retail, showcasing Cartier’s entire range of watches, jewelry, leather goods, and accessories. Two historic salons on the ground floor have been carefully restored, highlighting the Maison’s watchmaking and vintage creations.
These salons are a treasure trove of Cartier’s history, containing hidden gems like Jean Cocteau’s academician sword from the Académie Française and a collection of rare books and archives in the Louis Cartier Salon.
A stunning central staircase, adorned with plant-like motifs, leads to the Jeanne Toussaint Salon on the right. This majestic yet intimate space, overlooking the bustling Rue de la Paix, is flanked by two smaller salons—Emerald and Ruby—dedicated to showcasing the boutique’s exclusive creations.
The second floor is a celebration of love and commitment, dedicated to engagements and weddings. This floor is infused with fine materials, precious details, pastels, and golden hues, creating an atmosphere of warmth, elegance, and tranquility. The interplay of transparency and curves, inspired by the plant kingdom, further enhances this serene ambiance.
The third floor is an exclusive sanctuary dedicated to High Jewellery. Accessible by the main staircase or a private elevator, this floor offers a more discreet and intimate experience. Salons like Art Deco, Indes, and Inspiration, reserved for special orders, and the Faune et Flore salon, just off the patio, immerse visitors in the influences and key periods of Cartier’s style. These exclusive alcoves are designed to evoke emotions and create a sensory experience for those who appreciate exceptional pieces.
The meticulous design of the first three floors was entrusted to Claire Bétaille and Bruno Moinard of the Moinard Bétaille agency. Their deep knowledge of Cartier’s identity and respect for its heritage and codes are evident in the thoughtful approach to these floors.
A Vision of Craftsmanship and Innovation
Moving upwards, the higher floors, entrusted to Laurène Barbier Tardrew and Romain Jourdan of Studioparisien, are dedicated to repair and customization services, jewellery workshops, and the Maison’s archives.
These floors offer a glimpse into the heart of Cartier’s craftsmanship. Customers can enjoy engraving services at the Customisation Bar while their children engage in creative activities.
The 18 workbenches on this floor are bathed in soft natural light from the atrium. Surrounding these workshops are contemporary-looking salons for privileged clients who have been granted access to this exclusive level. Glass cupboards display a selection of objects that demonstrate the Maison’s long and prestigious tradition of craftsmanship.
The designers behind the renovation shared their vision: “We were careful to design a concept that embodied the timelessness and memory of the Maison while at the same time infusing contemporary gestures and sculpting the space by creating refined interiors that shake up classicism.” They further emphasized their commitment to “reinterpreting the Parisian allure,” drawing inspiration from “the Parisian sky, the domes and ceilings, the lighting fixtures of the palaces, the floors of the covered galleries, and the codes of Haussmannian interiors.”
A Parisian Oasis: The Residence
For the top floor, Cartier entrusted Parisian architect Laura Gonzalez with the decoration of the Residence. This private space, envisioned as Cartier’s interpretation of a Parisian apartment, features a dining room, a large kitchen, and a winter garden.
The Residence is a symphony of colors, textures, and shapes, with a luxurious blend of plant motifs, materials, furniture, and fabrics. This space is designed to be a haven for entertaining, hosting cultural events, or simply indulging in one’s artistic pursuits.
The interior is adorned with exquisite artisanal crafts. A painting on silk velvet embroidered with paper is a collaboration between Gonzalez, Ateliers Gohard, and Lucie Touré. Garlands of glass branches, adorning the walls, are the work of the mosaicist Pierre Mesguich, who also created the mosaic floor in the winter garden.
Gonzalez described the Residence as “an extraordinary yet intimate space,” contrasting with the rest of the building due to its purpose and volume. She further explained that “this apartment, which seems to be suspended in the clouds, was a wonderful creative playground where intimacy and gentleness prevailed.”
Drawing inspiration from Cartier’s imagination and creations, Gonzalez collaborated with artisans to create furniture that reflects the Maison’s history and style. “On the walls, in an exceptionally embroidered screen, in the marble marquetry of a table, we find its menagerie, plant motifs, the design of a jewel… This poetic staging of the Cartier universe makes it an alcove full of joyful surprises that invite you into its dream world.”
Conclusion
13 Paix is a testament to Cartier’s enduring legacy and its commitment to innovation. The renovation of this Parisian flagship is a seamless blend of history, style, and sustainability, showcasing Cartier’s heritage and vision for the future. From the iconic façade to the intimate salons and the luxurious penthouse Residence, 13 Paix offers a truly immersive experience that embodies the timeless elegance of Cartier.
