{"id":9361,"date":"2021-04-19T13:55:00","date_gmt":"2021-04-19T11:55:00","guid":{"rendered":"https:\/\/www.my-watchsite.com\/blog\/?p=9361"},"modified":"2021-05-17T16:07:30","modified_gmt":"2021-05-17T14:07:30","slug":"a-rejuvenation-cure-for-the-cartier-boutique-on-rue-de-la-paix","status":"publish","type":"post","link":"https:\/\/www.my-watchsite.com\/blog\/a-rejuvenation-cure-for-the-cartier-boutique-on-rue-de-la-paix\/","title":{"rendered":"Out with the old for the Cartier boutique on Rue de la Paix"},"content":{"rendered":"\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"JCDecaux pushes the boundaries of urban scenography for Cartier  | JCDecaux Artvertising\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/hQOJNBr9Ra4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Since strolling in the Parisian shops is out of the question for now,  I encourage you to walk down the streets of the capital. It may seem trivial for a native Parisian, but it quickly becomes an exciting activity when you gaze at what&#8217;s around you. If you must know, I remember something said by a former History-Geography teacher in school \u2013 let&#8217;s call her Madame G &#8211; who implored us to look up and admire the details of each building in the city, instead of looking at our feet while walking. I never forgot this wise advice because it is not uncommon to come across unexpected architectural scenes that you had no idea even existed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Boutique Cartier 13 Paix, a large-scale project<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.my-watchsite.com\/blog\/wp-content\/uploads\/2021\/03\/CARTIER3.jpg\" alt=\"Avec son habillage en trompe-l'oeil, Cartier repousse les limites de la sc\u00e9nographie urbaine avec JCDecaux Artvertising.\" class=\"wp-image-10000012234\" \/><figcaption>With its \u201ctrompe-l&#8217;oeil\u201d covering, Cartier is pushing the boundaries of urban scenography with JCDecaux Artvertising.<\/figcaption><\/figure>\n\n\n\n<p>At the moment, at the 13 rue de la Paix, a rather atypical scenario is unfolding. The architects were ambitious. Very, very ambitious. During the renovation, the luxury house did not only close its doors. With the help of JCDecaux Artvertising, it also masterfully orchestrated the covering of its emblematic h\u00f4tel particulier to hide the construction site from the eyes of pedestrians. Half hidden, this &#8211;  grandiose, let&#8217;s be honest &#8211; urban scenography offers passers-by a unique experience. A clever move from Cartier, which strives to maintain the bond between itself and its customers, whatever the cost.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\" style=\"border-color:#f0070f\"><blockquote><p><\/p><cite>\u201cTo keep our loyal customers waiting and as a gift to all city lovers, we needed a truly artistic and emotional solution. Thanks to the ephemeral d\u00e9cor desogned by JCDecaux, the magic of Cartier&#8217;s universe will last on, attracting the eyes and inspiring passers-by.\u201d Corinne Le Foll, managing director at Cartier France.<\/cite><\/blockquote><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Cartier Boutique, a \u201ctrompe-l&#8217;oeil\u201d renovation<\/strong><\/h2>\n\n\n\n<p>Wishing to extend the customer experience even further &#8211; and even higher &#8211; Cartier turned to the JCDecaux workshops to design this major project. Architects, artists, scenographers, engineers, mountaineers, model makers, sculptors, ironworkers, painters and electricians &#8211; no less than a small army of one hundred people from all trades was recruited for over a year.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.my-watchsite.com\/blog\/wp-content\/uploads\/2021\/03\/CARTIER1.jpg\" alt=\"La boutique de Cartier du 13 rue de la Paix et son habillage en trompe-l'oeil\" class=\"wp-image-10000012232\" \/><figcaption>Night vision of the 500 m\u00b2 building wrap of the well-lit Cartier boutique under renovation.<\/figcaption><\/figure>\n\n\n\n<p>Cartier&#8217;s only watchword was to remain faithful to the details of the original building&#8217;s historic facade. This was achieved thanks to an outstanding proposal by the urban scenographer. A building wrap was entirely covered with wooden frames painted in black around the twenty-eight windows of the fictitious building, three animated and illuminated shop windows visible inside a covered passageway accessible to passers-by, as well as an oriental <em>moucharabieh<\/em>-style <em>claustra<\/em>, a delicately decorated grid allowing people to see without being seen. The ultimate chic d\u00e9cor for the panther brand.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.my-watchsite.com\/blog\/wp-content\/uploads\/2021\/03\/CARTIER2.jpg\" alt=\"Les trois vitrines anim\u00e9es, \u00e9clair\u00e9es et dissimul\u00e9es derri\u00e8re la toile de la boutique Cartier\" class=\"wp-image-10000012233\" \/><figcaption>Accessible to passers-by, a covered passage hidden behind a meticulously decorated oriental <em>moucharabieh<\/em> hides three animated and illuminated shop windows.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Behind the scenes of a technical feat<\/strong><\/h2>\n\n\n\n<ul><li>A building wrap of more than 500 m\u00b2 over the covered passage;<\/li><li>28 custom-made decorative windows, each with a stone-coloured frame, a balcony, a gilded steel &#8220;monogram&#8221; railing and red blinds in the brand&#8217;s colours;<\/li><li>3 rows of cornices made to look like the real facade;<\/li><li>Over 400 m\u00b2 of marble-like panels to recreate the shop in \u201ctrompe-l&#8217;oeil\u201d;<\/li><li>3 animated and illuminated decorative windows;<\/li><li>More than 50 handmade decorative elements including top columns, crests, bottom columns, logos and other decorative surfaces;<\/li><li>A row of period lanterns to enhance the historical immersion;<\/li><li>4 backlit boxes to guide the brand&#8217;s customers at night;<\/li><li>The complete reproduction of the iconic door of the 13 Rue de la Paix with its many details;<\/li><li>Nearly 150 m of wooden frames painted black to enhance the facade.<\/li><\/ul>\n\n\n\n<p><a href=\"https:\/\/www.en.cartier.com\/?_ga=2.145106231.262871974.1617030878-518900300.1617030878&amp;_gac=1.121107962.1617030878.Cj0KCQjw9YWDBhDyARIsADt6sGYnsvR9GdfS8biwxp7--HsuvnHJXekSeUt4zEzgomB-mBqE-uTBDU4aAioNEALw_wcB\" target=\"_blank\" rel=\"noreferrer noopener\">www.cartier.com<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Discover Cartier&#8217;s universe through our different articles:<\/h2>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-mywatch-en wp-block-embed-mywatch-en\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"iFtqMYZHjX\"><a href=\"https:\/\/www.my-watchsite.com\/blog\/pasha-de-cartier-comeback-of-an-icon\/\">Pasha de Cartier: comeback of an icon<\/a><\/blockquote><iframe class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"\u00ab\u00a0Pasha de Cartier: comeback of an icon\u00a0\u00bb &#8212; MyWatch EN\" src=\"https:\/\/www.my-watchsite.com\/blog\/pasha-de-cartier-comeback-of-an-icon\/embed\/#?secret=iFtqMYZHjX\" data-secret=\"iFtqMYZHjX\" width=\"500\" height=\"282\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed-wordpress wp-block-embed is-type-wp-embed is-provider-mywatch-en\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"zRGskfDb9Q\"><a href=\"https:\/\/www.my-watchsite.com\/blog\/maillon-watches-cartiers-twist-on-the-feminine-bracelet-n2532\/\">The Maillon: Cartier\u2019s Twist on the Feminine Bracelet<\/a><\/blockquote><iframe class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"\u00ab\u00a0The Maillon: Cartier\u2019s Twist on the Feminine Bracelet\u00a0\u00bb &#8212; MyWatch EN\" src=\"https:\/\/www.my-watchsite.com\/blog\/maillon-watches-cartiers-twist-on-the-feminine-bracelet-n2532\/embed\/#?secret=zRGskfDb9Q\" data-secret=\"zRGskfDb9Q\" width=\"500\" height=\"282\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed-wordpress wp-block-embed is-type-wp-embed is-provider-mywatch-en\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"HnZftYvgxH\"><a href=\"https:\/\/www.my-watchsite.com\/blog\/cartier-at-home-at-artcurial\/\">\u00ab Cartier at home \u00bb at Artcurial<\/a><\/blockquote><iframe class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"\u00ab\u00a0\u00ab Cartier at home \u00bb at Artcurial\u00a0\u00bb &#8212; MyWatch EN\" src=\"https:\/\/www.my-watchsite.com\/blog\/cartier-at-home-at-artcurial\/embed\/#?secret=HnZftYvgxH\" data-secret=\"HnZftYvgxH\" width=\"500\" height=\"282\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>All the world&#8217;s a stage, but so is the rue de la Paix and its impressive set full of tarpaulins and building wraps! Cartier&#8217;s historic boutique takes centre stage in unveiling to every Parisian a new covering designed to camouflage the renovations on its h\u00f4tel particulier. It&#8217;s hard to miss this extraordinary construction site.<\/p>\n","protected":false},"author":3,"featured_media":9445,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[72],"tags":[8],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Cartier Boutique on rue de la Paix, a little rejuvenation<\/title>\n<meta name=\"description\" content=\"The Cartier boutique on rue de la Paix unveils its new, out-of-the-ordinary design to camouflage the work on its townhouse.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.my-watchsite.com\/blog\/a-rejuvenation-cure-for-the-cartier-boutique-on-rue-de-la-paix\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" 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