Cartier, one of the world’s most prestigious luxury brands, opened its new boutique on November 18, 2023, located at 102 Greene Street in the SoHo neighborhood of New York City.
Cartier has a long-standing relationship with New York City, and some of its most iconic creations were born here during the 1960s and 70s. Aldo Cipullo, a renowned figure of downtown New York, designed the Cartier LOVE and Juste un Clou bracelets, which continue to be some of Cartier’s most desired and iconic designs. These creations pay tribute to the city’s industrial origins and rebellious spirit.
“It’s impossible to speak of Cartier’s history without mentioning New York,” says Cartier North America President & CEO Walter Bolognino. “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.”
The construction of 102 Greene Street was completed in 1881 by Henry Fernbach, an architect who designed many cast iron structures in SoHo during the late 19th century. The building is situated in an area of the neighborhood that has been designated as a landmark, now known as the Cast Iron Historic District.
Upon entering the building, visitors will find themselves in the Gallery, which is dedicated to showcasing the products and services offered. The second floor of the boutique, known as the Speakeasy, has a green marble bar and seating area, where guests can relax and enjoy the hospitality service. The third floor, called the Loft, is designed to resemble the creative living spaces that were common in postwar New York, complete with a living and dining room. The fourth-floor rooftop garden will be open to guests in Spring 2024.
The boutique will offer a wide range of products, including jewelry, fine jewelry, watches, leather goods, fragrance, and Art of Living. Exclusive items available only at the boutique include a limited-edition Écrou bracelet, in brushed black PVD-finish rose gold with bolts paved with 180 brilliant-cut brown diamonds, a limited-edition Panthère de Cartier timepiece in rose gold, and special-edition Cartier eyewear and custom stationery.
The design of the four-story loft was led by the Paris-based architectural firm Studioparisien, who created a contemporary aesthetic that combines Cartier’s timeless design codes with SoHo’s legacy of industry and creativity. The original cast iron ceilings, columns, and barrel skylight of the building are complemented by custom artworks such as straw marquetry panels by Studio François Mascarello and a mural of the Maison’s emblematic panther. The iconic 14-foot iron door designed by William Tarr, sculptor and former tenant of the address in the 1960s and 70s, remains the main entrance, although it has been recentered.