Wynn Magazine - Las Vegas
Issue link: http://digital.greengale.com/i/760086
PHOTOGRAPHY BY EVE JOHNSON/ARCHIVE FILMS/GET T Y IMAGES, COURTESY OF CARTIER (TAYLOR); BY HORST P. HORST/CONDÉ NAST VIA GET T Y IMAGES (JEANNE TOUSSAINT DESIGNS); LISA L ARSEN/ TIME & LIFE PICTURES/GET T Y IMAGES, COURTESY OF CARTIER (KELLY ); COURTESY OF CARTIER (RING); CARTIER ARCHIVES, NEW YORK © CARTIER (CARS) 56 company's ethos applies not just to its jewelry and watches but also to the spaces in which those pieces will fi rst be experienced. "They've had an uncanny sense of capturing the moment in time and being able to carry it through to today," says Vivienne Becker, the author of the book Cartier Panthère, which explores the history of one of the house's most beloved icons, the panther. "They were way ahead of their time. They anticipated the Art Deco trend—they were doing that decades before anyone. They more or less made the Belle Epoque style their own; they generated that whole movement. And they just hit the spot perfectly with the Love bracelet and the Nail bracelet, which have become real classics." "For Cartier, creation and innovation are both part of our tradition," explains Pierre Rainero, the brand's director of image, style, and heritage. "Our con- temporary style is deeply rooted in our history, like a living language. All our contemporary creations are new and pave the way for the future and at the same time bear the seal of a very strong identity." Cartier has always had an illustrious group of fans: royalty, industry power players, socialites, dignitaries, and many celebrities. Grace Kelly and Elizabeth Taylor were well-known clients; in 1969, for example, Taylor's then-husband, Richard Burton, gave her a diamond of almost 70 carats. These days, photos of Kylie Jenner wearing her Love bracelets frequently appear on social media; her sister Kim Kardashian wears a Panthère gold bracelet, a gift from Kanye West. "They had exclusive clientele from early on," says Carol Elkins, a senior specialist in jewelry at Sotheby's. "When you're talking about that level of clientele, you're obviously presenting the fi nest in terms of quality of stones, exquisite craftsmanship, and excellent design that resonates throughout the ages. It just doesn't go away." This year has been a pivotal one for the brand. In addition to the Wynn remod- eling, Cartier unveiled a major renovation of its New York City fl agship mansion on Fifth Avenue a few months ago. (The property was famously sold to Mr. Cartier's grandson Pierre in 1917 for the price of $100, plus a pearl necklace crafted from 128 perfect—and perfectly identical—natural South Sea pearls.) The man- sion's renovation maintains its magnifi cent bones but adds a warm, welcoming ambience throughout. In addition to rooms focusing on categories such as watches and pearl jewelry, there are spaces inspired by famous clients, like Andy Warhol and Gary Cooper. "We knew it was time to give this wonderful building a face- lift and that we needed to prepare for the future," says Abramo. "We have created environments where you feel that you can come in, explore, and wander, but you can also take your time enjoying our creations and experiencing our story and learning about the history of Cartier as well as our current offerings." "Pierre Cartier's original visionary idea of making clients feel at home is very relevant today," adds Rainero. "In this inviting space, clients can imagine them- selves more easily wearing those objects that are represented. There is a degree of refi nement in the objects. The immediate environment—the way we represent them, from the rooms but also to the furniture and the counters—has to be in line with the preciousness of the space." In the renovated Wynn store, one of the most welcoming areas is a special VIP room decorated in homage to Jeanne Toussaint, who oversaw the creative direc- tion of the brand's fi ne jewelry from 1933 through 1970. "She's only just beginning to get the credit that she deserves for her creativity and the role she played, not TOP LEFT: Elizabeth Taylor reveals the Cartier ruby and diamond jewelry given to her by husband Mike Todd in 1957. BOTTOM LEFT: Cartier delivery vehicles pull up to the New York fl agship store in 1920 to pick up their precious cargo. BELOW: Coral jewelry designed by Mlle. Jeanne Toussaint of Cartier: a bouquet of coral buds with diamond centers, a coral bracelet clasped with a diamond dragon's head, an ivory rose set in coral and diamond leaves, and a curved ring banded by arcs of diamonds. BOTTOM: 18k yellow-gold and diamond Maillon Infi ni de Cartier ($13,100), available at Cartier in Wynn Las Vegas. RIGHT: Grace Kelly shopping at Cartier in New York in 1956. company's ethos applies not just to its jewelry and watches but also to the spaces and excellent design that resonates throughout the ages. It just doesn't go away."