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New-look Cartier boutique at Iconsiam embraces Thai architectural elements

Nov 07. 2019
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Renowned brand Cartier is celebrating the first anniversary of its Iconsiam boutique with a new look that blends Thai elements with the company’s style.

The luxury French jewellery and watches brand has given its Chao Phraya riverside boutique a design amelioration, with a local touch of contemporary Thai architecture with the luxury of Cartier.

The design marries elements of Thai architecture based on inspirations drawn from local beliefs and Thai ways of life. "The result is a boutique filled with contemporary Thai ambience and the magnificence of Cartier," the company said.

The walls of the VIP Room are inspired by wood gasket of traditional house in the Central Region of Thailand. Teak panels are interlocked with each other and therefore the house is built without using any nails. 

Teak wood is here represented by environmentally friendly recycled leather strips woven with recycled polyester yarn from PET bottles collected from beaches in Thailand.

Another highlight wall within the newly redesigned boutique is clad with ornamental braids inspired by fabrics popular in Thailand since Ayutthaya Kingdom during 1350 to 1767 AD. The fabrics woven from precious metal threads such as gold and silver were once only strictly used in court textiles.

In addition to a beautiful blend, this boutique is noted for its furnishing and decorative items. Among them is a cabinet inspired by the gold lacquer book cabinet during the reign of King Mongkut and King Chulalongkorn — a period of Thai modernisation that saw children of the kings educated in Europe and strong relationships built with European countries.

The book cabinet reflects the change and development education brought to the Kingdom during the time and their effects on present day Thailand.


There are also vases inspired by ancient beads, brassware with crumpled gold texture that looks like gilded gold leaves applied by Buddhist Thais on Buddha images, a sculpture that resembles chor fah gable apex, beautiful cut-glass lamps, a replica of old-styled balustrades, lotus-shaped chandeliers, arched doorways inspired by those found in temples, and use of Thai silk as furniture upholstery and wall cladding.

From the exterior, Cartier Boutique at Iconsiam stands out with an external façade inspired by facets of diamond, making an allusion to the brand’s expertise in jewellery which was once admired by King Edward VII of England who announced that Cartier is “the jeweller of kings and the king of jewellers”.

Iconsiam boutique boasts a spacious area of more than 300 square metres and is one of the brand’s first 10 boutiques worldwide to create such décor styles that subtly embrace local architecture.

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