Chapter five - article four
Enchanting
Soho
Cartier’s New York legacy began in 1909, the year Pierre Cartier, grandson of Cartier founder Louis-François Cartier, crossed the Atlantic to set up shop in Uptown Manhattan. A new chapter begins with the Maison’s transformation of a former artist's loft into its Downtown residence.
From the very beginning, this space at 102 Greene Street has been associated with craftsmanship, art, culture, and fashion. Forged in the historic Cast Iron District, the structure that stands today was designed in the late 19th century by Henry Fernbach, a prolific architect who designed more buildings on Greene Street than any other individual. The first occupants of his building were a hat and cap manufacturer.
Cartier and Soho: A Shared Spirit of Creativity
In the 1960s, 102 Greene Street underwent its initial transformation, nearly 50 years after the clothing industry had all but moved out. A new creative dynamism arose and Downtown and SoHo emerged as two of the leading communities of artists and gallery districts in the world.
During this period, William Tarr, a sculptor and resident at 102 Greene Street, crafted a 14-foot door, composed of layered iron plates and rivets, that now functions as the main entrance to Cartier SoHo. It is a fitting homage to this artistic legacy, where visitors are welcomed into a 21st-century boutique through a 20th-century door that leads them inside a 19th-century structure.A Transportative Speakeasy
The Maison’s emblematic panther, depicted in an original mural carved into the brick wall, guides visitors to the second-floor speakeasy complete with a bar and comfortable lounge spaces all wrapped in handmade wallpaper by Atelier Antonin Anzil. Lining the walls, the bas-relief of Velin d’Arches’ gold patinated paper represents a serene landscape with an abstract mineral pattern, enticing viewers to imagine themselves in the artistic landscape.The Echo of an Artist’s Haven
Cartier’s transformation of the space began with Paris-based architectural firm Studioparisien, who reimagined the space as a large loft; outfitted with raw and precious materials, the boutique features preserved cast-iron ceilings and columns, exposed brick walls, the staircase, and precious wood flooring, combining the locale’s industrial past with its artistic heritage and timeless Cartier codes.
Commissioned artworks continue the creative dialog with the neighborhood and draw inspiration from the Maison’s archives.
Here, Studioparisien entrusted Studio François Mascarello with the installation of a straw marquetry panel representing a characteristic element of the city: the iron staircases. A mirror gallery by Atelier Bonnefille reveals abstract patterns in subtle shades of bronze. These pieces set the stage for the rest of the floor, which showcases the Maison’s iconic collections.
Artistic Heritage in Bloom
The third floor recalls historic Downtown loft spaces that doubled as studios and living quarters for creatives in postwar New York with a living room, private dining room, and library. Meanwhile, the flora-filled rooftop garden presents an urban oasis, providing an opportunity to be immersed in nature in the middle of New York City, at the zenith of a space that celebrates artistry, transcending past and present, to form expressions of creativity in perpetual metamorphosis.
With the inauguration of 102 Greene Street, the spirit of the Cartier panther roams from her home on Fifth Avenue to Downtown Manhattan, opening up a new space to play, innovate and inspire.
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