Cartier celebrated the re-launch of its New Bond Street flagship store with a statement. The luxury brand turned the front of the store into a spectacular display of style, colour, and decadence.
The Cartier bell boys were standing to attention at the door, looking smart in their red livery, greeting guests including Will Poultier, Tinie Tempah, ex-chancellor George Osborne, celebrity photographer Joe Alvarez, shoe designer Nicholas Kirkwood, milliner Victoria Grant, model Tamara Orlova-Alvarez, Vogue Editor Edward Enninful and singer Liam Payne, among others. The façade of the revamped building was lit scarlet to match the famous signature hue of its boxes. Needless to say, the view was so visually arresting that dozens of onlookers stopped to take photos of it.
Once inside, there were four options: pile into the video ‘photo booth’, coo over the spectacular tiaras on display, dance to the DJ set at the far end of the ground floor or watch the electric violin performance upstairs – or all of the above, of course. The photo booth was the obvious choice for many guests as everyone was encouraged to make not just one video but to bring friends – or strangers – to pose with.
The service on the night was predictably exceptional. Male models with chiseled chins were floating around the two-storey store with cold Ruinart champagne and canapés as guests admired Cartier pieces.
The most famous and popular collection pieces – gold with rather small pavement diamonds and precious stones – were displayed on the ground floor while the second floor was saved for statement one-off pieces. Not least because of the precious stones that are naturally variable in colours and are often included – emeralds, sapphires and rubies. The VIP’s were encouraged to try the pieces on and take photos at the photo booth, to be shared with their social media followers. Which they, of course, did. Once again Cartier showed the way in glam parties.