It’s doubtful that anyone will ever call a Cartier luxury boutique outdated, but the Parisian jeweler must have felt that a change was in order at their exclusive flagship store in Milan. The 19th century building has been a part of the Cartier tradition for over 30 years, and after some comprehensive renovations, is now fully open for business and you cannot absolutely miss a visit to the luxury store while you are in the city for Milan Design Week.
The building, which has been standing since the early 19th century and has been in the care of Cartier for the past 30 years embodies the refined architecture of the time. However, Cartier felt that the building should shine as elegantly as their diamonds, and required a few changes to add a more welcoming atmosphere to the sober aesthetic of the architecture.
Bruno Moinard is the architect entrusted with finding the balance between history and comfort in the new building. Moinard is the designer for all the Cartier boutiques in the world, so he knows a thing or two about the brand and its dedication not only to its own history, but the cultural connections to the city as well.
The four story building’s renovations not only highlight this cultural and historical attachment, but add a personalizing element that the building was lacking before. Each floor is divided into sections; the ground floor displays the elegant jewelry of Cartier, the second floor for engagement rings and haute horology specifically, and the third floor is dedicated to displaying accessories. Cartier merchandise is inviting enough, but the top floor has been converted to a library lounge complete with private terrace—for VIPs only, of course. Each floor includes private rooms and warm, welcoming carpets as opposed to the grander—and more sober colors and materials of the 19th century original.
The private rooms on each floor provide an extra-personalized experience for Cartier customers, not only granting them a sense of privacy—a feeling that is becoming more and more rare in the age of the internet—a calming sense of tranqulité while deciding on the beautiful Cartier exclusive designs.
The 16 Via Montenapoleone address in Milan remains one of Cartier’s premier boutiques alongside their strongholds in Paris and New York, and its renovation is sure to keep the store as the jeweler’s flagships for many years. .