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Cartier Building

From Alfawiki
Cartier Building
Company typeFlagship retail location
IndustryRetail, Luxury goods
Founded1905
Headquarters
New York City
,
United States
ProductsJewelry, Watches, Perfume
Websitewww.cartier.com

Cartier Building

Known also as 653 Fifth Avenue, the Cartier Building is a commercial edifice situated at the southeast intersection of 52nd Street and Fifth Avenue in Midtown Manhattan, New York City. It serves as the flagship retail location for Cartier in New York. The structure consists of two adjoining residences completed in 1905: the Morton F. Plant residence at 651–653 Fifth Avenue, crafted by architect Robert W. Gibson, and the Edward Holbrook residence at 4 East 52nd Street, designed by C. P. H. Gilbert.

The Plant residence showcases a Neo-Renaissance architectural style, featuring façades along both 52nd Street and Fifth Avenue, including an elaborate pavilion on 52nd Street and a concealed attic integrated within a frieze. In contrast, the Holbrook residence displays neoclassical elements crowned by a mansard roof. Both buildings rise five stories and are internally connected, accommodating Cartier’s retail space throughout all levels.

Initially, after the Roman Catholic Asylum vacated the property, the site was earmarked for hotel construction; however, these plans were stopped by the Vanderbilt family. The northern section was developed into the Morton F. Plant House, while the southern portion became known as the Marble Twins at 645 and 647 Fifth Avenue. Cartier acquired the Plant House during the late 1910s. Meanwhile, ownership of the Holbrook House changed multiple times until 1927 when it was purchased by the proprietors of 653 Fifth Avenue and subsequently utilized by various organizations.

In 1970, the New York City Landmarks Preservation Commission recognized the Cartier Building as a city landmark. Later, in 1983, it was listed on the National Register of Historic Places along with 647 Fifth Avenue.

Site

Situated in Midtown Manhattan, New York City, the Cartier Building occupies the southeast corner of Fifth Avenue and 52nd Street. The L-shaped parcel spans , featuring a frontage of on Fifth Avenue and extending up to deep.[1] It encompasses 651–653 Fifth Avenue (measuring 50 feet along Fifth Avenue and on 52nd Street) as well as 4 East 52nd Street (with frontage on 52nd Street and deep).[2][3] Nearby notable sites include 647 Fifth Avenue, Olympic Tower, 11 East 51st Street, 488 Madison Avenue, Austrian Cultural Forum New York, St. Patrick's Cathedral, and Rockefeller Center’s International Building.[1][4]

During the late nineteenth century, Fifth Avenue between 42nd Street and Central Park South remained lightly developed.[5] This area was originally part of New York City's common lands before being divided into lots measuring deep by wide under the Commissioners' Plan of 1811.[6] Following the Civil War, affluent residences began to appear along Fifth Avenue. By 1882, three mansions owned by the Vanderbilt family were established between 51st and 59th Streets, earning this stretch the nickname "Vanderbilt Row".[7][8][9] By the early twentieth century, this district gradually shifted toward commercial use.[10]

The land north of St. Patrick's Cathedral was once owned by the Roman Catholic Archdiocese of New York and contained the Roman Catholic Asylum, which occupied two blocks bounded by 51st Street, 52nd Street, Fifth Avenue, and Park Avenue.[9][11] By the late nineteenth century, this asylum was the sole public institution remaining on midtown Fifth Avenue. After relocating to the Bronx, its site was placed on sale in 1899.[8][9]

Architecture

Cartier’s premier New York City location, known as the Cartier Building, consists of two historic residences: the Morton F. Plant House at 651–653 Fifth Avenue and the Edward Holbrook House at 4 East 52nd Street. The Plant House, a Neo-Renaissance masterpiece by Robert W. Gibson, was originally constructed for financier Morton Freeman Plant, heir to railroad magnate Henry B. Plant. Meanwhile, the Edward Holbrook House was crafted by C. P. H. Gilbert for Edward Holbrook, who served as president of the Gorham Manufacturing Company in the early 20th century. Since the 1920s, these two structures have been internally connected.

Morton F. Plant House

The Morton F. Plant House, located at 651–653 Fifth Avenue, spans both Fifth Avenue and 52nd Street frontages. Its facade along Fifth Avenue is composed of three bays, featuring a prominent ground-level opening framed with rusticated limestone. On the 52nd Street side, seven vertical bays are present, highlighted by an arched central entrance that once served as the main doorway when the address was 2 East 52nd Street. A renovation completed in 2001 restored this entrance and reduced the size of first-floor display windows while introducing an additional entrance on Fifth Avenue.

The second and third floors facing 52nd Street showcase a projecting central pavilion adorned with an elaborate balustrade at the second-story windows. The pavilion’s central window is flanked by engaged columns supporting a curved pediment above. Fluted pilasters crowned with Scamozzi capitals separate the windows and uphold a pediment on the fourth floor.

On either side of this pavilion are two windows per story along 52nd Street and three along Fifth Avenue; these windows are embellished with balustrades, engaged columns, dentilated lintels, and decorative brackets. Above the central window on Fifth Avenue sits a clock. The attic level contains small window openings set within a frieze and is topped by a cornice featuring modillions and a balustrade.

During the holiday season each December, a large red ribbon adorns the mansion’s facade, reinforcing its status as an iconic symbol in New York’s luxury retail landscape.

Edward Holbrook House

The Edward Holbrook House at 4 East 52nd Street is internally linked to the Morton F. Plant House.[12] This five-story neoclassical structure presents a limestone facade segmented into three bays, with expansive plate glass windows occupying the lower two levels and an emphasized central bay. The first story’s center is marked by a projecting marquee and clock, flanked by light fixtures on either side.[13] The original entryway was removed during Cartier’s takeover in the 1920s,[14] replaced later by a new entrance installed during renovations in 2000.[15]

On the third and fourth floors, three windows per level feature molded surrounds; third-floor windows are accentuated with keystones while a cornice with modillions, dentils, and brackets crowns the fourth floor. The fifth floor comprises a mansard roof outfitted with a skylight and three stone dormers.[13]

Features

Originally, the ground floor of the Plant House contained spacious rooms including a large dining area, drawing room, and smoking annex, while the second floor accommodated a library and music room connected by an impressive circular staircase.[16] The piano room with its coffered ceiling was situated on the east side of this floor,[17][18] whereas Pierre C. Cartier’s private offices occupied the west side.[17] Additionally, there was a wood-paneled salon on this level.[19]

Following Cartier’s acquisition, retail space was established across the first two floors with office spaces located above.[17] A mezzanine introduced in 1917—featuring leather-bound cabinet doors—was later removed in 2001.[20][17] In 2016, Cartier expanded their store to encompass five floors interconnected via an interior staircase.[21][22]

The contemporary design of the first floor evokes a mansion-like atmosphere,[23] highlighted by lacquered foyer panels decorated with gold-leaf panthers alongside oak-paneled walls.[21] The second floor houses fine jewelry showrooms as well as a hospitality suite that includes private dining facilities.[18] On the third floor, watch and jewelry sales dominate,[21][23] featuring bridal rooms illuminated with rose quartz lighting and adorned in pink velvet.[18] Perfume sales occupy the fourth floor,[21][23] which is decorated with marquetry panels showcasing Cartier motifs.[18] Four distinct salons represent New York City’s seasons,[18] complemented by a terrace offering views over Fifth Avenue.[21][23] Site-specific artworks include a travertine-and-quartz wall inspired by the city skyline and a sculpture paying homage to Morton F. Plant’s necklace.[18][24]

History

In October 1899, the Roman Catholic Asylum divested most of the city block bordered by Fifth Avenue, 52nd Street, Madison Avenue, and 51st Street for $2.5 million, relocating its operations to the Bronx. A syndicate of investors, represented by George R. Sheldon and Charles T. Barney, then-president of Knickerbocker Trust Company, acquired the property. Following this transaction, numerous parcels along 51st and 52nd Streets were sold to private families, with one plot purchased by the Union Club of the City of New York. These single-family parcels were subject to a 25-year restriction mandating residential use. By May 1900, only the plots fronting Fifth Avenue remained available.

Construction

In August 1900, Edward Holbrook secured a 50-by-100-foot parcel on 52nd Street just east of Fifth Avenue, adding an adjacent 30-by-100-foot lot in December of the same year. He commissioned architect C. P. H. Gilbert to design a 14-story apartment building on the larger parcel alongside a private home on the smaller site.

Concurrently, Flake & Dowling acquired the southeast corner at 52nd Street and Fifth Avenue for $750,000 in 1900, along with additional land along 52nd Street. Early in 1901, these properties were resold to a development group led by Stewart H. Chisholm, who intended to erect an 18-story apartment hotel designed by William C. Hazlett. The Vanderbilt family opposed this high-rise project due to its proximity to their Fifth Avenue residences.

By March 1902, Chisholm transferred ownership of the corner site to New York Realty Corporation on behalf of the Vanderbilts. The Vanderbilts sold the northern portion facing 52nd Street to Morton F. Plant for $350,000 with a residential-use covenant lasting 25 years but retained control over the southern section without securing a buyer. Subsequently, Holbrook abandoned his apartment hotel plans in August 1902 after reaching an agreement with the Vanderbilts to preserve private residential development.

Holbrook constructed a five-story residence at 8 East 52nd Street before selling it to Ernest Kempton Adams. Gilbert was commissioned to create a six-story limestone home on the western part of Holbrook’s lot, while Robert W. Gibson designed Plant’s five-story limestone townhouse at 651–653 Fifth Avenue. This mansion cost approximately $300,000 to build and was completed in 1905 at a total expenditure of $400,000. The facade of Holbrook’s residence was finalized by April 1905 and fully completed in the following year.

Occupancy

Upon completion, 4 East 52nd Street became home to Edward Holbrook and his wife Frances. In January 1906, their daughter Lilian celebrated her wedding there with Count Guillaume de Balincourt. The Holbrooks sold this residence in June 1907 for $300,000 to tobacco magnate James Buchanan Duke, who reportedly sought a mansion on Manhattan’s Upper East Side. By 1909, Duke had acquired land on 78th Street for his new home. Subsequently, real estate developer Harry James Luce took up residence at 4 East 52nd Street by August 1910.

In 1911, widening of Fifth Avenue necessitated alterations to the facade and front areaway of Plant’s adjacent mansion. During this period, the neighborhood began shifting increasingly toward commercial purposes. Following the death of Plant’s wife Nellie in 1913 and his remarriage in 1914, Plant relocated by 1916 to a new mansion at Fifth Avenue and 86th Street, designed by Guy Lowell in an Italian Renaissance palazzo style. Plant negotiated with William Kissam Vanderbilt to remove residential-use restrictions on his former property; Vanderbilt consented and paid Plant $1 million for ownership of 651–653 Fifth Avenue.

The Luce family retained possession of their neighboring house until around 1927. In 1922, Harry Luce’s daughter returned from several years abroad to reside there again, demonstrating ongoing family occupancy during that era.

Transformation into retail space

In October 1916, William Kissam Vanderbilt leased 653 Fifth Avenue to Cartier for an annual rent of $50,000, which ranked among the highest rents on Fifth Avenue at that time. Cartier's former premises at 712 Fifth Avenue had become insufficient for their needs. The following month, when the adjacent property at number 647 was sold to an art dealer, the Real Estate Record and Guide highlighted this transaction as indicative of Fifth Avenue's ongoing transition from residential to commercial purposes. By July 1917, Louis J. Cartier and Pierre C. Cartier fully acquired the Plant House for a nominal $100 cash payment plus a double-strand necklace consisting of 128 matched natural pearls, valued at one million dollars during that period. This necklace had previously caught the attention of Mae Plant in Cartier’s earlier storefront display. However, with the introduction of cultured pearls, its value had diminished to $151,000 by 1956 following Mae Plant's passing.

Architect William Welles Bosworth undertook the conversion of the Plant House into a Cartier retail location, including the removal of the original entrance facing 52nd Street. For this renovation, Cartier was awarded the Fifth Avenue Association’s "gold medal for altered buildings" in November 1917. Bosworth returned in 1919 to implement additional modifications to the Plant residence.

From the 1920s through the 1950s

Up until 1927, Cartier shared its retail space with Charvet & Fils, a purveyor of men's accessories. This site also hosted events such as a 1927 exhibition showcasing antique timepieces. In March 1927, Nicholas C. Partos secured a 63-year lease on Luce's house, intending to develop a twelve-story commercial structure. Subsequently, in July of that year, Louis F. Mentz acquired the property—including a $200,000 mortgage—and then sold it to the 653 Fifth Avenue Corporation, which owned the former Plant residence occupied by Cartier. Around this period, it is probable that these two buildings were internally connected.

In November 1928, a French government information bureau commenced operations at 4 East 52nd Street. Later occupants included the French Chamber of Commerce and the Alliance Française de New York; Pierre C. Cartier served as president of both organizations during the mid-1930s. The French Chamber of Commerce maintained its presence at this location until at least 1945 and organized exhibitions promoting French artisanal work.

By May 1950, Phoenix Mutual Life Insurance Company purchased 653 Fifth Avenue, 4 East 52nd Street, and adjacent property at 647 Fifth Avenue as investment holdings but continued leasing 653 Fifth Avenue to Cartier. During the late 1950s, Design-Technics, an interior design firm, operated a showroom at 4 East 52nd Street before relocating to premises on 53rd Street after 1959.

Developments from the 1960s through the 1980s

The New York City Landmarks Preservation Commission (LPC) designated the Cartier Building as a city landmark on February 5, 1967. Cartier executives celebrated this recognition with an event at the Plaza Hotel. However, since LPC mistakenly believed Cartier owned the building while Phoenix Mutual Life Insurance Company was the actual owner—unaware of this designation—the company requested reconsideration because landmark status restricted alterations to the facade. As a result, the landmark designation was rescinded in August 1967. LPC regulations prevented re-evaluation until 1970; ultimately, on July 14 of that year, the Cartier Building was re-designated as a city landmark.

During the late 1960s, Best & Co. acquired air rights over the Cartier Building to facilitate construction of a high-rise above their store located two buildings south. In March 1970, Victory Development—owned by Aristotle Onassis—partnered with Arlen Realty & Development Corporation to purchase Best’s department store, along with properties at 647 Fifth Avenue and the Cartier Building. Best & Co. ceased operations in late 1970 and was demolished in 1971 to make way for Olympic Tower, which was completed and dedicated in 1974. This development included a pedestrian plaza situated east of both 647 Fifth Avenue and the Cartier Building.

A Ben Kahn fur salon opened its doors at 4 East 52nd Street in November 1970; both Ben Kahn and Cartier were under Kenton Corporation's ownership at that time. Kenton divested Ben Kahn in 1972, while Cartier launched Les Must de Cartier—a boutique specializing in watches—at 4 East 52nd Street in 1976. To commemorate its seventy-fifth anniversary, Cartier held a gala event at this building in early 1983. On September 8 of that year, the Cartier Building located at 651–653 Fifth Avenue and 4 East 52nd Street was listed on the National Register of Historic Places (NRHP), together with neighboring property at 647 Fifth Avenue. These structures represent examples of Midtown Manhattan residences converted for commercial use and were collectively registered under "Houses at 647, 651-53 Fifth Avenue and 4 East 52nd Street."

In 1987, Cartier sought approval from Olympic Tower Associates to update the building's interior design. Although initially rejected, a New York Supreme Court judge ruled in favor of Cartier in a decision rendered in 1989.

1990s to Present

In 1998, the Cartier Building underwent significant renovation under the direction of Butler Rogers Baskett. During this process, Cartier temporarily moved its operations to 711 Fifth Avenue in 2000. The refurbishment involved relocating the main Fifth Avenue entrance from the northernmost bay to the southernmost bay, eliminating a mezzanine level above the showroom, introducing an additional entrance on 52nd Street, and reproducing the window grilles on that side of the building. The architectural team comprised Jean-Michel Wilmotte, Timothy P. Greer, and David Schwartz. Alain Viot, then president of Cartier, characterized the restoration as a reinvention of a Cartier creation that balanced authenticity with modernity. Upon reopening in August 2001, the retail area had nearly doubled in size, reaching 2,077 square feet.

In May 2012, Crown Acquisitions purchased a 49.9% interest in the Olympic Tower properties, which included the Cartier Building along with adjacent holdings. Another extensive renovation took place in 2014, designed by Beyer Blinder Belle in collaboration with Thierry W. Despont. During this upgrade, Cartier temporarily operated out of the General Motors Building. This renovation concluded in 2016 after approximately two and a half years. The New York Times praised it as an example of "rational and distinctly Gallic beauty," while Bloomberg News highlighted the refreshed interior as a prominent emblem of Manhattan affluence. The Cartier Building was subjected to an additional redesign in 2022 by Laura Gonzalez.

See also

  1. ↑ 1.0 1.1 Cite error: Invalid <ref> tag; no text was provided for refs named ZoLa
  2. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named nyt19021216
  3. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named p104135357
  4. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named AIA5 p. 326
  5. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named NYCL (2009) p. 2
  6. ↑ Template:Cite enc-nyc2
  7. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named NY18802
  8. ↑ 8.0 8.1 Cite error: Invalid <ref> tag; no text was provided for refs named nyt19950409
  9. ↑ 9.0 9.1 9.2 Cite error: Invalid <ref> tag; no text was provided for refs named NYCL (2009) p. 3
  10. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  11. ↑ Stern, Mellins & Fishman 1995, p. 416
  12. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named AIA5 p. 330
  13. ↑ 13.0 13.1 Cite error: Invalid <ref> tag; no text was provided for refs named NPS p. 2
  14. ↑ Stern, Fishman & Tilove 2006, p. 564.
  15. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named Stern (2006) pp. 564-565
  16. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named nyt19030501
  17. ↑ 17.0 17.1 17.2 17.3 Cite error: Invalid <ref> tag; no text was provided for refs named nyt20010128
  18. ↑ 18.0 18.1 18.2 18.3 18.4 18.5 Cite error: Invalid <ref> tag; no text was provided for refs named Malle 2022 o376
  19. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named TL p. 139
  20. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named p1434257075
  21. ↑ 21.0 21.1 21.2 21.3 21.4 Cite error: Invalid <ref> tag; no text was provided for refs named Yahoo Finance
  22. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  23. ↑ 23.0 23.1 23.2 23.3 Cite error: Invalid <ref> tag; no text was provided for refs named Watson 2018
  24. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named Terrebonne 2023 d417
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