CarTier
FOllow the CloU
Taking inspiration from the Juste Un Clou hardware legacy, we turned an ordinary shipping container into an extraordinary homage to the precious piece of jewelry. The container traveled the country and appeared as the centerpiece of the Precious Garage, an experience which invited people to explore the collection and the bolder side of Cartier. Along the way, artists who embody Cartier’s edginess helped us celebrate the collection with performances at each stop. Online, fans were invited to #FollowTheClou.
We turned an ordinary 40 ft container into a precious installation completely covered in gold. To tell the origin story of the Juste un Clou, we used an ordinary nail to punch holes in the ceiling of the container. When guests stepped inside they found themselves in a world where golden rays rained down from the ceiling to track their every movement. Along the walls people explored the collection while taking photos and videos of the mesmerizing mileu.
Agency: MKG Photography by Tyler Curtis and MATTE Projects
The Kickoff
Our tour began in New York with a kick off event at the Cartier Mansion featuring a performance by Lykke Li.
To create buzz around the upcoming tour, we parked the gold 40’ container outside the Cartier Mansion on 5th Avenue. Guests attending the kickoff event as well as passerbys stopped to photograph or pose in front, making the container a natural step and repeat moment.
Nashville
Nashville, Tennessee aka Music City was the second stop on the Follow the Clou tour. Since Cartier does not have a large market presence or clientele base, it was the perfect location to pop-up unexpectedly. As guests entered the venue the first thing they saw was the JUC container.
After exiting the activation, they were encouraged to explore the space. A touch and try station allowed guests to try on pieces from the JUC and Écrou collections. The counter was backdropped by large oil barrels, dripping gold, and a large lightbox logo.
The custom built bar was flanked with custom gas pumps, the clear window teased champagne bubbling inside, while a analog clock ticked as the evening progressed.
The Stage
The stage backdrop was constructed out of angled golden panels, covered with car parts and garage tools dripping in a gold finish.
Guests were treated to a special performance by artist, BØRNS. Wearing Cartier’s statement pieces, he played songs off his new album as well as crowd favorites such as Electric Love and a feel-good cover of Benny and the Jets.
Photo Ops
The entrance to the next photo moment was revealed when BA’s opened large locker doors revealing a selfie booth hidden inside. Guests entered the triangular shaped room to take a selfie with either gold or black mirrored walls adorned with tools and car parts.
Seattle
The last stop on the Follow the Clou tour was Seattle, WA. After success with a boutique shop in years past, Cartier wanted to bring the brand back to Seattle and reinstate their presence as a luxury jeweler in the market. The event was hosted at a mom and pop distillery, Fremont Mischief. Utilizing the same scenic elements from Nashville, spread throughout the two story space we were able to create an atmosphere unique to the venue and the city.
Performance
Santigold’s headlining set on Friday started the weekend off right. Her performance included a mix of new songs and classic hits. She closed out her set by inviting guests to join her on stage and dance the night away.
Robert Delong added buzz to Saturday and Sunday’s events.
