Cartier in September unveiled its renovated Fifth Avenue mansion with selling space expanded to four floors from one-and-a-half, overall space more than doubled to 40,000 square feet and noble materials from marble to oak paneling restored to their former splendor.
But to introduce its expanded Cactus de Cartier collection, the jeweler tossed aside the formality and elegance of the mansion for the building’s rooftop, where the first installation since the store’s reopening features an outdoor lounge, indigenous plants and jewelry displays that will be open to the public through June 29.
While flowers have long been a key theme for Cartier, the cactus range is one of the house’s more unique and unexpected collection. Cactus de Cartier redefines the traditional floral genre with sculptural, yet free-spirited pieces. Pendants, rings, earrings and bracelets feature rounded blooms often covered with spikes and decorated with diamonds and gems.
Mercedes Abramo, president and chief executive officer of Cartier North America called them “unique, easy-to-wear pieces for audacious women everywhere.”
The rooftop’s desert-inspired decor offers an oasis above the bustling city below.
An open-air lounge area features seating beneath wooden slat awnings. Wooden café seats and small tables are scattered across the 2,450-square-foot expanse along with hanging egg chairs. Southwestern pillows, cushions and artwork, colorful dunes, Navajo-inspired rugs and nature images by Santa Fe photographer Ja Soon Kim complete the desert scene.
An immersive lighting display mirrors a full day, from dawn to dusk, with the cycle repeating every 10 minutes and ending with a bright sun.
Guests are encouraged to enter the store through the main Fifth Avenue doors, where they can take in a Cactus de Cartier display on the main floor before taking a designated elevator to the roof.
Cartier was looking to leverage the roof space with an installation and create a unique experience for customers.
Last month, the company created an interactive experience for its relaunched Panthere de Cartier watch at Indochine. The pop-up, which featured a Panthere “stacking bar” where guests could style their own looks and live DJ performances, was aimed at younger customers, especially Millennials.