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
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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
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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
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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
6
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
7
PRINTED MATERIAL Print in high-quality paper Very detailed oriented Shows luxury Reflects the brand
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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)
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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 “Skip to Content� 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 “Consegn Express Gratuita Per Tutti Gli Ordini...� 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 Cartier’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
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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
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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
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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
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LUXURY HIGH QUALITY
PANTHER
ARCHITECTURE
HERITAGE ART EXCLUSIVE TIMELESS
ROYALTY
CONTEMPORARY
POWERFUL
CRAFTSMANSHIP
RED
SOCIETY
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CARTIER:HIDDEN SPACE POP-UP EXHIBITION
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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
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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
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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
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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
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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
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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
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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
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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
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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
SPONSORED POSTS
1 week before the inaguration poster post and it will last for the entire week
6 POSTS
1 Poster post 1 Teaser campaing showing the different cities where the exhibition will pop-up and the dates 4 post about each room
STORIES
Swipe up for information and buying tickets On the next location it will pop-up
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COMMUNICATION
OFFICIAL IMAGE OF THE CAMPAIGNÂ
Get ready to immerse into a complete different world by Cartier. Click on the link for more information
SOCIAL MEDIA PROPOSAL
TEASER CAMPAIGN
Coming soon! Cartier: Hidden Space. See you in Paris, New York, London and Shanghai
Explore the Hidden Space of Cartier
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Explore Cartier’s 100-year watch history at Cartier: Hidden Space Pop-up exhibition held in Paris, New York, London and Shanghai.
Imagine stepping into a room full of diamonds. Have a unique experience at the Cartier: Hidden Space Pop-up exhibition in Paris, New York, London and Shanghai.
Come discover what true love is. Use your senses at the Cartier: Hidden Space Pop-up exhbition taking place in Paris, New York, London and Shanghai.
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COMMUNICATION
CREATIVE ACTORS
CREATIVE EVENTS AND PRODUCTION AGENCY Wonderland Agency
SOUND PRODUCER Stu Sibley
New York and London based Work worldwide Creatives, strategists, producers, production, carpenters, artists and digital tech. http://wonderland-agency.comq
Commercial clients composing music that heightens the emotional impact and aural experience http://www.stusibley.com
HOLOGRAPHIC TECHNOLOGY VNTANA Have worked with luxury clients like Mercedes Benz as well as beauty companies https://vntana.com
ADVERTISING DIGITAL MARKETING The Charles Agency Based in NYC Work with Cartier https://thecharlesnyc.com/about
FILM MAKER Neal Bryant Produce unique and engaging content for brands that crosses both digital and in-store scenarios https://neal-bryant-8zmo.squarespace.com/bio
GRAPH DESIGN La Petite Grosse French agency that takes care of brand identity and printed material (Poster) http://www.lapetitegrosse.com
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