Cartier recently reopened its London flagship at 175-177 New Bond Street, in the heart of historical Mayfair. This emblematic and listed 7,275 square foot boutique illustrates Cartier’s history, has been elevated into a modern temple that blends the past with the present.

The New Bond Street boutique is to be part of a unique milestone and will house High Jewellery, Tradition Collection and exceptional objects, while the Old Bond Street boutique, closing for renovation in January, will reopen as a destination for Iconic collections, fragrances, accessories, and customer service.

The interior of this legendary boutique has been conceived by the agency 4BI & Associates, Bruno Moinard & Claire Bétaille, who re-interpreted the Maison’s aesthetic codes, and has created a unique and serene environment, by mixing light and dark with golden touches, embracing timelessness with modernity.

Bruno Moinard’s luxury concept is to infuse the newly created space with historical details, from the wooden panels, to every artefact chosen with great care to reflect Cartier’s values. It is a perfect cultural mix of creativity, eccentricity and unique twists that exemplifies Cartier style in London.

When entering the boutique, visitors enjoy an open perspective, sweeping over into the new and second entrance on Albemarle Street. The luminosity of the space, dedicated to jewellery, watches and accessories, highlights the original 1909 floor plan paneled in wood and listed building elements.

A series of intimate areas allow clients to preview ever changing displays dedicated to leather goods and accessories, as well as personalisation services such as the strap bar, where tailored straps can be designed on site.

A luxurious jewellery salon, located on the first floor, accessible either by lift or a grand late 19th century oak staircase, is divided into several spaces, each with its own particular atmosphere. The contemporary interpretation of this historical venue is highlighted by comfortable curved furniture with refined discreet-patterned weave in a dominant beige and by the golden details of the accessories.

The ceiling height is pushed up to exalt the existing re-worked mouldings. Round showcases display jewellery sets under a monumental chandelier with undulations that remind those of a necklace laid in its case.

Five minutes with...

Bruno Moinard, President & Founder and Claire Bétaille, Associate Director, 4BI & Associates

Bruno Moinard and Claire Bétaille of 4BI & Associates, talks to IC&D Spec editor, Can Faik, about Cartier’s London flagship boutique at 175 – 177 New Bond Street, in the heart of historical Mayfair...

How is the current economic climate affecting the retail interior design market, and are you noticing any trends in client’s requirements?
The current vision of what luxury is has changed a lot. Nowadays it is more and more about “experience”, beyond the idea of possession.
Brands are engaging a global vision of their identities, know-how and creations.
Consequently, windows are more opened, inside presentations and spaces are less and less fractioned. “Welcome” is also more flexible, various functions are allowed, so the boutique can become an encounter space, hosting dinners or events.
Spaces are more and more adapted to the context, presenting design variations from country to country, town to town. Conception of visibility also evaluates. It is becoming, in a way, less ostentatious, but openness is more beautiful and wider.
Boutiques are conceived to evolve, to be flexible to actual uses and future uses, and we are thinking about this flexibility in every aspect.
If we work for the Maison Cartier from 20 years, this is certainly one of the reasons! 

What is the biggest thing the company has learnt over its years in the industry?
We are very patient, and we are constantly proposing new ideas. Nowadays, everyone feels knowing this world of luxury, this industry and its constraints. But experience enable us to produce concepts adapted to Brand questioning. We are not only architects and designers, but also orchestra conductor, translators, listening the Brands and their needs. 

With so many retail interior designers in the industry, how do 4BI stand out from the rest?
Because we are doing a large variety of projects, and thanks to the great diversity of our projects, we manage to enrich our proposals, while being careful and listening, unscrambling the wishes and desires. 

Where do you look for in your inspiration for store ideas?
Travelling! Being curious, sustaining our observation capacity, exceeding “a priori”. 

How important is it for a store to be in trend with the market?
From our conception, a store has to be not too early, not too late! We don’t feel comfortable producing “fashionable” spaces. Luxury today is also a certain kind of continuity, longevity and flexibility, that we feel more online with. 

How many staff did you have working on this project?
We have in our studio, a team dedicated to Cartier.
After 20 years collaboration with the brand, it is now more than 450 boutiques achieved around the world it makes us part of the Brand.

www.4bi-associes.com/en

Salon Jacques Cartier

This salon offers a genuine visual surprise by wrapping the wood works with an illuminated black patina highlighted with an old gold that conveys a resolutely contemporary aspect to the classicism of the dark tones. In reference to High Jewelry, gold spreads are added by sporadic touches in the carpet and onto the furniture. 

Windsor Winter Garden

Under a reinforced glass roof, this room, inspired by the 19th century English winter gardens, offers a quiet and romantic break. The walls are covered with shiny and matt zellige tiles, echoed by a set of furniture in the range of greys, greens and creams. Green plants and a folding screen displaying exotic birds alluding to the Asian influence, bring the finishing touch.