Pop-Up Exhibition by Rafaella De Guzman

CARTIER:HIDDEN SPACE POP-UP EXHIBITION RAFAELLA DE GUZMAN, MELISSA GARGIULLO, LINGHUI LI & MINGYAO CHEN ISTITUTO MARANGONI FASHION PROMOTION, COMMUNICATION& MEDIA

TABLE OF CONTENTS Brand history .................................................................. 3 Naming/Logo/Logotype ................................................. 4 Corporate colors ............................................................ 5 Visual Coefficient ............................................................ 6 Packaging/shopping bag/labels .................................... 7 Printed materials ............................................................ 8 Flagship/retail store ........................................................ 9 Online ............................................................................. 11 Advertising Campaigns .................................................. 20 Special Projects ............................................................. 22 Mood Board ................................................................... 24 Word Map ...................................................................... 25 Cartier: Hidden Space Pop-up Exhibition ..................... 26 Abstract ......................................................................... 27 Mood Board .................................................................. 28 Proposal ........................................................................ 29 Rooms Description ........................................................ 30 Location Proposal .......................................................... 34 Communication Strategy ............................................... 35

BRAND HISTORY 1847

1856

1899

1900

1904

Louis-François Cartier founded Cartier in Paris. He took over the workshop of his master Adolphe Picard

Princess Mathilde, niece of Napoleon I and cousin to Emperor Napoleon III, made her first purchase from Cartier

Cartier opened its doors at 13, Rue de la Paix

Crowned heads and aristocrats from around the world flocked to buy neoclassical diamond jewelry mounted in platinum

Cartier received its first royal warrant as official purveyor to King Edward VII of England.

1909

1914

1933

1969

1991

Opening of a new boutique New Bond Street, London. A subsidiary in Fifth Avenue, New York

First “panther” motif set in diamonds and onyx on the bezel of a round ladies’ wristwatch

Jeanne Toussaint was made head of Cartier Fine Jewelry

Creation of the Love bracelet

1st Salon International de la Haute Horlogerie in Geneva

1997

1999

2001

2003

2013

Cartier celebrated its 150th anniversary

Join the Richemont group

Inauguration of the Manufacture Cartier in La Chaux-de-Fonds

Launch of the Panthère de Cartier collection

Presentation of the Cartier Chronograph watch line

NAMING & LOGO

Eponymous Louis-François Cartier is the founder Monogram

The logotype is very classic and it is used on everything The logotype is recognized worldwide Elegant, light and timeless

The monogram is versatile used for small accents Elegant and timeless Cartier’s logo represents two Cs, Louis-François Cartier’s official signature

CORPORATE COLOR

DEEP RED

Seen all over their platforms (Website, Social media) Used on their print campaigns It is repeated always Used on their packaging as well as stores Luxury and rich

VISUAL COEFFICIENT

PANTHER

It is repeated in a subtle way Represents strength, beauty, and individuality Seen through their advertising Printed material and online Place as store decorations

PACKAGING Use of high-quality paper Very detailed oriented Each bag has a golden detail Iconic red box to save forever Luxury, elegant and timeless

PRINTED MATERIAL Print in high-quality paper Very detailed oriented Shows luxury Reflects the brand

FLAGSHIP STORES PLACE VENDOME - PARIS

FIFTH AVENUE - NEW YORK

BOND STREET - LONDON

Warm interiors Use of pastel colors Location-targeted

Dark wood interiors Perfect contrast with the city Evoke luxury and classic

Clean aesthetic Modern approach Warm and artistic

Each store has a different style but still follows the same guidelines (round jewelry table, sofa, and private area, apartment feeling)

RETAIL STORES BARBADOS

TOKYO

SHANGHAI

GENEVE

Cartier has 200 stores in the world (125 countries) 10

ONLINE

WEBSITE The website is not very effective There is an option when that when the user scrolls down that appears and says â&#x20AC;&#x153;Skip to Contentâ&#x20AC;? and brings the user to the top of the page The website uses the corporate color Does not reflect the high-quality of the brand Has small details like the Favicon (browser icon)

ONLINE

WEBSITE - ITALY Different homepage than the international website (.com) Different content on the banner Banner with â&#x20AC;&#x153;Consegn Express Gratuita Per Tutti Gli Ordini...â&#x20AC;? makes it less luxurious (could offer the service but putting it on the homepage degrades the brand) Needs bugs fixed Different from the international website

ONLINE

INSTAGRAM 8.6 Million followers Very interactive: provide a variety of content from images to videos and interviews Not only product photos but people Goes with the brand Use of Cartierâ&#x20AC;&#x2122;s corporate color throughout the feed (serves as a reminder)

ONLINE

CHINESE MARKET Starts with a brief history It is consistent It is not linked to the website Content is engaging It has a creative layout Very interactive Clearly understand and target the Chinese market

ONLINE

YOUTUBE 143,329 subscribers Their last video was uploaded 2 months ago and has 2.9 million views Most of their Youtube videos are advertising videos Content include interviews

ONLINE

FACEBOOK 4.6 million follow and like the Italian Facebook page Connected to the website It is easy to navigate Content is up-to-date

ONLINE

TWITTER 428 K followers 2,005 tweets Content is up-to-date Connected to other platforms Content about products but also events as well as their initiatives

ONLINE

PINTEREST 4 million followers Good strategy since most of the people look for wedding inspiration on Pinterest The content reflects the brand It is connected to other platforms (website)

ONLINE

TUMBLR The last post was 2 years ago Content was interesting Should update it or delete the account It is connected to other platforms Does reflect the brand identity

ADVERTISING CAMPAINGS

Print magazine campaigns Play with the visual coefficient Use the iconic red box as an accent Use of corporate color Romantic photography and still life One of the first brands to use still life with Peter Lippman

Jun 2005

May 2012

Feb 2016

Nov 2017

ADVERTISING CAMPAINGS

ONLINE

It targets Millennials Instagram and Youtube are connected Both show short versions Interesting videos that reflect the brand

Instagram Apr 2019

Youtube Feb 2019

SPECIAL PROJECTS ART • Fondation Cartier Pour L’Art Contemporain • Collaboration with artists • Cartier Art Magazine • Art exhibition in Shanghai Contemporary Art Museum “A Beautiful Elsewhere”

Collaboration with Russian Artists for Juste un Clou

Cartier’s Art Magazine

Fondation Cartier Pour L’Art Contemporain

SPECIAL PROJECTS FILMS • Documentary at Palace Museum Forbidden City “The Skill of Awakening Time” • Ocean 8

Documentary at Palace Museum Ocean 8

PARTNERSHIPS • Cartier’s Women Initiative • Partnership with Kering Eyewear • Cartier cigarettes for Rotham group

LUXURY HIGH QUALITY

PANTHER

ARCHITECTURE

HERITAGE ART EXCLUSIVE TIMELESS

ROYALTY

CONTEMPORARY

POWERFUL

CRAFTSMANSHIP

RED

SOCIETY

CARTIER:HIDDEN SPACE POP-UP EXHIBITION

ABSTRACT Cartier is a mix of heritage and contemporary elements. The history of Cartier through a digitally immersive experience shows the most important aspects of the brand. In today’s market, we see there is a constant need for experimentation. That is why we decided to create the Cartier: Hidden Space, a pop-up exhibition that will happen in different cities. The exhibition will focus on different Cartier aspects and will be linked to the human senses and technology.

KEY WORDS • HERITAGE • TECHNOLOGY • POP-UP EXHIBITION • HUMAN SENSES • INTERNATIONAL • EXPERIMENTATION

PROPOSAL

WATCHMAKING ROOM

PANTHER ROOM

POP-UP EXHIBITION

DIAMONDS ROOM

LOVE ROOM

Bring Cartier to a sensory space through the use of different technologies Present the atmosphere of the brand through 4 different rooms that measure 49 sqm PANTHER ROOM WATCHMAKING ROOM DIAMONDS ROOM LOVE ROOM The visitors is able to enter any room in no specific order Each room will represent a different aspect of Cartier The pop-up exhibition will happen in: Grand Palais - Paris Jacob K. Javits Convention Center - New York Saatchi Gallery - London K11 Art Mall - Shanghai For the duration of one month in each given city It will be open to the public No products will be exposed

PANTHER ROOM History and heritage Visual coefficient Giant screens The panther running in different environments Visual sense Digital panther TeamLab Planets at Tokyo: https://www.youtube.com/ watch?v=mS1SIEABajU

Joshua Cesa Art Installation

WATCHMAKING ROOM Craftsmanship Holographic Projection Technology Tic-Toc sound Hearing and visual senses 7 Questions to Yourself: https://www.youtube.com/ watch?v=jIXp-DnWmMY

DIAMONDS ROOM Diamond rain Infinity room (mirrors) Feel like walking inside a diamond Visual sense TeamLab Planet at Tokyo: https://www.youtube.com/ watch?v=IExpZvkjqlI

Team Lab Shanghai

Super Studio Salone Mobile

Yayoi Kusama Exhibition

LOVE ROOM Bring love to a tangible space Play with visual and touch sense Play with the symbol of love Yayoi Kusama Obliteration Room: https://www.youtube. com/watch?v=-xNzr-fJHQw

Seattle Library

Sensory Design Objects by Tijmen Smeulders

UTS Great Hall & Balcony Room by DRAW

San Valentines Festival China

PROPOSAL

LOCATIONS

Each location has the infrastructure to build the 4 rooms for the pop-up exhibition

GRAND PALAIS Paris

JACOB K JAVITS C. New York City

SAATCHI GALLERY London

K11 ART MALL Shanghai

COMMUNICATION Cartier puts advertising campaigns in magazines and stays close to the press Therefore, importance of promotion of the pop-up exhibition though traditional press The magazines that will be having an article (news) and the official post of the exhibition, as advertising, will be the CondĂŠ Nast magazines, especially Vogue. Porter magazine will also have information on the popup exhibition The official poster but also small news article will be found in local newspapers such as: Le Monde - Paris The New York Times - New York City The Guardian- London Time Out Shanghai - Shanghai Poster of the exhibition will be located on: Moving billboards in Paris Times Square TVs in New York City Billboards in London Subways in Shanghai

TRADITIONAL MEDIA The poster will have colors inspired by technology There will be an image as the main element of the poster. It will incapsulate the entire mood. The visual part of the poster will be various pictures representing each rooms of the exhibition. A panther, watchmaking related, diamonds and the senses from the love room should be present in the visual part of the poster.

CARTIER LOGO

HIDDEN SPACE

DATES, CITIES, LOCATIONS

COMMUNICATION SOCIAL MEDIA Instagram Facebook Weibo WeChat

ONLINE MEDIA HASHTAGS

#HIDDENSPACES #CARTIERSENSES

Not used on WeChat social media but short caption that will have a link for the user to read an article on