Between Korean effervescence and Parisian elegance, the Maison Cheongdam boutique celebrates its reopening in style

Cartier reopens the flagship store and celebrates the profound beauty of Seoul, a creative city by essence, divided between a respect for tradition and a quest to find new interpretations of its heritage. These two extremes are reconciled at the boutique, through a harmonious interplay of the mutual inspirations shared by Seoul and Cartier.

Bathed in natural light, its five floors offer an exceptional journey through the heart of the Maison's universe and put High Jewellery in the spotlight. The fifth floor reveals the Grand Salon, a cultural space at the crossroads of genres that will offer meetings, debates and other exchanges - a suspended link between Paris and Seoul.

Under the protective eye of La Panthère, Cartier explores the codes of the city, from the gingko biloba leaf to bamboo, and even the symbol of longevity "Tuanshouwen" which once inspired Cartier to design a cigarette holder that is now part of the Cartier Collection.