The opening of a new Cartier boutique is always conducted with a form of chic discretion. This is probably even more true in the Lombardy city, where the spectacular and opulent can only be discovered in moderation.

The creation of the Moinard Bétaille Studio on Via Montenapoleone, complies strictly with the principles of the brand: to be 100% self and 100% local. 

Is this a theatre? Full-length curtains frame the entrance door, tumbling down from their hangers, and draped over the varnished wood walls are slender shelves displaying a collection of inaccessible leather goods, just there for the sheer beauty of the scene, motionless actors. The set and proportions play their part to perfection. Interior, exterior : the theatrical illusion of the door in forced perspective tells us that we are entering another world. 

Is this quite simply a three-storey Milanese palace, cherishing its intimacy and inner courtyard?
The mosaics on the traditional pe- bble stone floor come together gently underfoot and when the floor smoothens out, they are woven into the carpet. The four massive pillars seem to extend through the ceiling in trompe l’oeil. 

 

On either side of a central counter with a base made of large, finely chiselled golden petals, the spaces present distinct atmospheres.

 

On the left, the wooden ceiling broken up by light slits is reminiscent of a pergola. The precious screen of shiny larch winds and wraps around the space like a ribbon. The tones are warm and reassuring, like a friendly club.

 

On the right, a burst of yellow in which sycamore reigns, with white and red Italian design inserts, at once timeless and modern, delimiting sin- gular spaces. Here, the mosaic climbs the wall and serves as a playground for an emerging panther.

 

The palace has two floors: drawing the eye ever upwards, a spectacular staircase forms a block with the lift, flowing in its transparent sheath of glass and wood to form a majestic whole that links the three worlds. The ascent is an experience in itself!

 

The marble steps are reminiscent of rough blocks from the quarry from which they came. On the walls going up, there is the same notion of massive blocks of unequal yet perfectly adjusted size as if sculpted, draped with ivy leaves, chiselled in relief, clinging raised here and hollowed there.

 

The sculpted panther plays mischievously in the background, as if it were on its way to a rendezvous in the hanging garden, high above.

 

 

The first floor sets the tone: diamonds reign here. The colours are powdery, softly shining, the chandeliers shower tiny lights. Patinas, straw marquetry, glass applications: the materials are precious and subtly seize the day. In the private lounge, the Moinard Bétaille duo have made full use of the codes of Milanese architecture: the delicately striated design of the ceiling and the splayed stone windows are typical of the area. A futuristic vision brings the panther to life in a fantastic environment that celebrates the Milan of today as Piranesi would have done in the 18th century.

 

Moving up again, we reach the most intimate and private part of the boutique. We switch from mineral to vegetable, from warmth to freshness.

 

Patterns are softened, curves run across the floor, the world appears more organic, the lighting and decorative elements are inspired by botany, echoing the sumptuous interior gardens that Milanese palaces are known to conceal.

 

The fluted wood combines chic and authenticity. The central bar is an invitation to conversation. The lounge area encourages hushed meetings. You can feel at home here.

 

The place is «versatile» and although it is entirely dedicated to the brand and its productions, Moinard Bétaille wanted to create a different experience for the unique complicity between Cartier and its customers, far from the hustle and bustle of everyday life.