Cartier Opens New SoHo Boutique Where A Limited Edition Écrou Bracelet Can Be Found
This fall, Cartier fans in New York City will have a new location to shop for coveted accessories to add to their collections. All they have to do is head downtown.
On 102 Greene Street, the brand has transformed a four-story building (originally built in 1881 by architect Henry Fernbach) into a shopping experience that speaks on the relationship between the Maison and New York City. "It’s impossible to speak of Cartier’s history without mentioning New York,” Cartier North America President & CEO Walter Bolognino, said in a release. “We’ve had a presence in this city for more than 100 years. Opening our SoHo boutique represents another chapter in our New York story, one steeped in the history and cultural richness of downtown.”
Spearheaded by Paris-based architectural firm Studioparisien, the store marries the contemporary and art-deco style with which Cartier is aligned and the industrialist aesthetics of the downtown Manhattan neighborhood. The first floor of the store, called the "Gallery" is dedicated to products and care services. The second is an intimate speakeasy-style floor, decorated with green marble and plush seating, allowing clients to engage with the products more intimately. The loft on the third floor is a nod to the historic downtown spaces that doubled as studios and living quarters for creatives in postwar New York (think: artist's loft.) It features a fully furnished living room, dining room, and library. Lastly, the fourth-floor terrace and rooftop garden will be opened to guests in the spring.
Throughout the store are custom artworks, including straw marquetry panels by Studio François Mascarello, a wall hanging by Atelier Antonin Anzil, and a mural of the Maison’s emblematic panther. The main entrance remains the 14-foot iron door designed by William Tarr, sculptor and former tenant of the address in the 1960s and 70s.
But, interiors aren't the only aesthetically appealing feature of the store. The boutique will also carry a few pieces exclusive to the location. Chief among them will be a new, limited edition Écrou bracelet, originally designed in New York in the 70s, brushed in black PVD-finish rose gold with bolts paved with 180 brilliant-cut brown diamonds. A limited-edition Panthère de Cartier timepiece in rose gold with a charcoal grey-grained dial will also be offered, as well as limited edition eyewear and stationery will be offered.
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