Beautés du Monde | an architectural resurrection

To house its latest high jewelry collection, Cartier transformed an abandoned brutalist building in the Spanish capital of Madrid into a temporary museum to house 100 pieces of “Beautés du Monde.”

The former British embassy has remained vacant since the ambassador and staff moved to new premises in the Torre Emperador skyscraper in 2009. Originally designed by British architect W.S. Bryant and Madrid native Luis Blanco-Soler in 1966, the distinctive round structure contrasts with the more classically designed palaces and residences nearby. The building was designed to reflect the shape of the bullring, with alternating windows and burladeros around it. But for Cartier, it was more of an uncut gem than a Colosseum, the perfect venue to showcase the one-of-a-kind pieces in the new collection, all inspired by natural wonders.

To transform the space, Cartier turned to Madrid-born artist Jaime Hayone, who grew up just a few blocks from the building. Hayon, 48, has been immersed in skateboarding culture and graffiti since a young age and is now a globally sought-after multidisciplinary artist. In his studios in Valencia, Barcelona and Treviso, Italy, he designs furniture, lighting and home accessories, hotel interiors, boutiques, a range of ceramics, shoes, and watches.

"Finding the language to do something like this is a huge responsibility," Hayon told Life & Leisure in the embassy's briefing room on launch day. The building had many limitations, including the poor condition of the building itself, low ceilings, cramped offices, and clutter. The first day I walked in, I said, “It’s beautiful, but you have a problem. You lose yourself in all the circles.” So task number one was to leave some windows open, which would let nature in and help you know where you are. Secondly, we had to give it softness, lightness, calmness - because the building is heavy. It's brutal.

To help Cartier guests find their way, Hayon divided the jewelry-tour into coloured areas and introduced arches, a common motif in Spanish architecture. “We were inspired by the collection, which is full of color and references the mineral world, the sea, leaves, flowers, rocks, planets, reptiles. So, we used soft and organic shapes to create a magical atmosphere where light and color create a dreamlike environment.”

Hayon was encouraged to take risks. Cartier told him that many VIP customers who look at jewelry are "young and cool" and "wear sneakers." "We're really happy that Cartier is willing to do something different and new," he said. He believes that Beautés du Monde could mark a turning point in the way jewelry brands communicate their image. "Fashion made it possible, and people accepted it," he says of brands like Celine, Prada and Loewe, who bring colour and bold designs to their store designs. “Now it’s a moment for jewelry, in which the biggest players like Cartier can also do something very interesting.”

The resurrection of mid-century brutalist architecture is something that is very close to our hearts here at SORS., with our own purchase of a piece of brutalist architectural history that we meticulously are bringing into the 21st century. Still a labor of love, but we hope soon to be able to show you all what we have been working on.

Original sources Artnet and Financial Review

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