Cartier, the renowned luxury brand, is delighted to unveil its latest boutique on November 18, 2023. This new addition to Cartier’s global presence is situated at 102 Greene Street in the vibrant SoHo district of New York City. The opening of this boutique is a continuation of Cartier’s long and rich history with New York City, a city that has been instrumental in the creation of some of Cartier’s most legendary designs.
During the 1960s and 70s, the city served as the backdrop for the birth of iconic pieces such as the LOVE and Juste un Clou bracelets. These pieces were the brainchild of Aldo Cipullo, a prominent figure in the downtown New York scene. His designs not only became emblematic of Cartier’s innovative spirit but also paid homage to New York’s industrial roots and its culture of defiance and creativity.
“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 historic 102 Greene Street, a testament to the architectural prowess of Henry Fernbach, was completed in 1881. Fernbach’s signature cast iron designs became a defining feature of SoHo’s architecture during the late 19th century. This particular building is nestled within what is now known as the Cast Iron Historic District, an area celebrated for its landmark status and rich architectural heritage.
Upon stepping through the doors of this storied building, visitors are greeted by the Gallery—a space dedicated to showcasing Cartier’s diverse product range and offering customer care services. Ascending to the second floor, one finds the Speakeasy, an inviting area with a green marble bar, comfortable lounge seating, and attentive hospitality services. The third floor houses the Loft, a space designed to evoke the dual-purpose studios and residences that were home to New York’s creative talents in the years following World War II, complete with areas for living and dining. In the spring of 2024, the fourth-floor rooftop garden is set to become an urban sanctuary for guests.
Cartier’s new boutique is a treasure trove of the brand’s offerings, from exquisite jewelry and fine watches to leather goods, fragrances, and lifestyle items. Exclusive to this location are limited-edition pieces such as the Écrou bracelet—crafted in brushed black PVD-finish rose gold and adorned with 180 brilliant-cut brown diamonds—and a special Panthère de Cartier watch in rose gold. Additionally, patrons can find exclusive Cartier eyewear and bespoke stationery.
The design of this four-story loft boutique has been masterfully executed by Studioparisien, a Paris-based architectural firm. Their vision marries Cartier’s classic design elements with the industrial and creative spirit of SoHo. The interior features custom artworks, including straw marquetry by Studio François Mascarello and a striking panther mural, which harmonize with the original cast iron ceilings, columns, and barrel skylight. The main entrance, repositioned yet still iconic, features the original 14-foot iron door crafted by sculptor William Tarr, a former occupant of the building during the 1960s and 70s.