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Cartier’s Concept ‘Garage’ Takes Visitors Inside The Making Of Its Latest Wares

Cartier’s Concept ‘Garage’ Takes Visitors Inside The Making Of Its Latest Wares
Brand Activation & Immersion

The Precious Garage showcases the newest additions to the Parisian brand’s iconic Juste un Clou and Écrou de Cartier collections, giving visitors an inside peak into the creation process

Rachel Gonzalez
  • 11 september 2018

Cartier is giving visitors to its Fifth Avenue mansion in New York City a glimpse inside its jewelry-making process. Called the Cartier Precious Garage, this latest revamp to the brand’s three-story Manhattan location comes just in time for New York Fashion Week and presents the process behind the creation of the newest pieces to join the Juste un Clou and Écrou de Cartier collections.

To create the concept and event, the jewelry house transformed the entire location into a modern-day garage: Accordingly, when visitors enter the mansion they are greeted by a stylish autoshop complete with hardware, oil cans and a black and gold color scheme, important elements in the jewelry designs of the two relevant collections. The space aims to impart to viewers the spirit of the collections, which centers around the idea of the extradorinary within the ordinary.

Cartier’s intention with the presentation is to feature its new wares as well as build brand engagement with consumers by informing them of the legacy as well as designing process behind the creation of the jewelry. The Precious Garage installation will last until the end of September, when it will leave New York and travel as a pop-up to Seattle and Nashville.

Cartier


Lead image: Cartier on 5th Avenue in New York stock photo from DW labs Incorporated/Shutterstock

Cartier is giving visitors to its Fifth Avenue mansion in New York City a glimpse inside its jewelry-making process. Called the Cartier Precious Garage, this latest revamp to the brand’s three-story Manhattan location comes just in time for New York Fashion Week and presents the process behind the creation of the newest pieces to join the Juste un Clou and Écrou de Cartier collections.

+Accessories
+brand activation & immersion
+Cartier
+Fashion
+Jewelry
+Luxury
+packaging & product engagement
+pop-up
+store experience & design

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