Reflecting tradition

Cartier, the French luxury watch and jewelry brand, reopened its Seoul flagship branch on Sunday in the affluent Cheongdam neighborhood after a major renovation.

The store, which was the brand’s first flagship in Asia, opened in 2008, but has been closed since last February.

Cartier Maison Cheongdam stands out from other luxury brand stores in the area by embracing elements of Korean traditional beauty in every nook and cranny. The brand tries to reflect a country’s traditional culture in the architecture of its stores abroad.

The four-story building’s exterior is adorned with decorations inspired by eaves found in Korea’s traditional houses, also known as hanok. The stepping stone at the store’s entrance also is in the shape of a hanok’s tiled roof.

The walls of the VIP room situated on the first floor are decorated with hanji (Korean traditional paper) and mother-of-pearl. The back garden and terrace on the third floor are also reminiscent of hanok, styled with frame patterns found in the old buildings. Services for VIP members will also include tea and traditional sweets.

Celebrating the branch’s re-opening, Cartier Korea is holding a special exhibition titled “Cartier Royal Exhibition” until June 30 where visitors can take an extensive look at jewelry worn by Cartier’s royal customers since the 1900s. The brand was founded in 1847. [CARTIER KOREA]