Known as the sanctuary of Jeanne Toussaint and Louis Cartier, 13 rue de la Paix is a place of origin and collective memory — a tangible dreamscape where many of Cartier’s aesthetics and creative styles are born.
A complete reinvention, the new building unveiled today belongs to not one period in time. Rather, it respects them all. It favors not one style but celebrates them all. A free and theatrical interpretation of Parisian codes, it offers a sublimated, poetic and timeless version of the capital, its rooftops, its perspectives and its secret treasures.
This architectural vision is that of the entire Cartier style, which finds its power in all eras and all cultures in order to capture the beauty and universality of each one. It is a meeting point of Apollonian and Dionysian beauty, purity and generosity. Here, one would find a tribute to light; a place for living and meeting, for creation and imagination. Indeed, 13 Paix invites you on a precious journey into the heart of the Cartier Universe.
Each story, a reinvention
The reinvention of the first three levels, which serve as its discovery and sales space, was entrusted to the Moinard Bétaille agency, which has been designing and fitting out Cartier boutiques for over 20 years. “It is the architectural and experiential model of a new generation of boutiques, on which all future renovations and creations will now be based on, in terms of style, atmosphere and furnishings. This is the starting block, rather than the finish line,” says the agency.
From the ground floor onwards, visitors are struck by the transformation and amplification of space. With the new layout in place, almost all of the floor space is now available for clients to explore — presenting the different Cartier worlds in one fell swoop. The perspective, with its unprecedented depth, draws the eye to the atrium, which now occupies the entire back of the boutique, creating a luminous appeal.
Two historic salons have benefited from a careful restoration and decorative elements that breathe new life into them. These warm wood-paneled rooms, which showcase the Maison’s watchmaking and vintage creations, contain hidden treasures of Cartier’s heritage, such as Jean Cocteau’s academician sword from the Académie Française in the salon dedicated to the poet; as well as a collection of rare books and archives in the library of the Louis Cartier Salon, which revisits the office of the artisan who created the Maison’s style and global renown.
On the right is the new main staircase, with a banister featuring plant-like motifs dear to the Maison. This leads to another highly symbolic place, the Jeanne Toussaint Salon. Located in the former office of the woman who succeeded Louis Cartier as head of design from 1933 to 1970, this majestic yet intimate space, which opens onto the bustling rue de la Paix, is flanked by two small salons — Emerald and Ruby — and will be dedicated to the presentation of the boutique’s exclusive creations.
The first floor is dedicated to the world of engagements and weddings. Captivating but not imposing, the fine materials, precious details, pastel and golden colors are all bathed in a soothing light. The result is a unique and eminently Parisian version of the timeless and feminine modernity that is the hallmark of several Cartier addresses.
The second floor is now entirely dedicated to High Jewellery. It can be accessed via the main staircase or, for visitors who prefer more discretion, through a private lift. There, in the daylight, overlooking the rue de la Paix, the salons known as Art Deco, Indes and Inspiration — reserved for special orders — and the Faune et Flore salon just off the patio, quite literally immerse the visitor in the influences of the Maison and the key periods of its style. They are exclusive alcoves designed to welcome emotions evoked by an encounter with such exceptional pieces. They are linked by architectural and decorative choices, which all contribute to a sensual, luminous and gentle scenography.
Two lifts opening onto the atrium lead directly to the third floor, devoted to all kinds of services offered by Cartier (maintenance, repairs, personalization, etc.). The renovation of this level was entrusted to the Studioparisien agency, along with the High Jewellery workshops on the fourth floor and, at the top of the building, the space dedicated to the Archives.
“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 to sculpt the space by creating refined interiors that shake up classicism,” says Studioparisien.
Modern & uncluttered
On the fifth and top floor of the building, which also houses the Archives, Cartier entrusted Laura Gonzalez with the decoration of its Residence, a reception and living space with a dining room, a salon, a large kitchen and a winter garden.
Designed by Bruno Moinard, the two small patios open onto the sky. Here, in this place to which friends, artists and major clients of the Maison will have access, time seems suspended in flight. Plant motifs, an explosion of colors, luxurious materials and shapes, furniture and fabrics created exclusively for the Maison.
Indeed, the Residence at 13 Paix is a real journey into the imagination of the designer who, in this small attic, has found a wonderful place for artistic expression. Upon entering, a very unique universe is discovered, both joyful and poetic, which delves into the celebrated and reinterpreted Cartier imagination. The interior is punctuated by a number of luxury artisanal crafts such as a painting on silk velvet embroidered with paper, the joint work of Laura Gonzalez, Ateliers Gohard and Lucie Touré, or garlands of branches made entirely of glass found on the walls, the work of the mosaicist Pierre Mesguich, to whom we also owe the splendid mosaic floor of the small winter garden.
Much like its watches and timepieces, Cartier’s 13 rue de la Paix is a marvel set in stone, steel and style.
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