Cartier Took Shoppers Inside A Diamond To Experience Its Latest Fragrance

Cartier Took Shoppers Inside A Diamond To Experience Its Latest Fragrance
Beauty

At a popup shop showcasing its classic and newly launched fragrances, the French luxury brand offered visitors an interactive and dynamic way to discover its products, including a fragrance fountain, mantra wall and a surround-sound diamond immersion chamber

Catherine Ollinger
  • 8 november 2018

Cartier recently launched its first-ever popup store in New York’s SoHo neighborhood. Aiming to provide a more accessible and experiential way for shoppers to interact with the brand, the location featured immersive and digitally enhanced stations for customers to discover and try out its fragrances, providing them with various sensory activations intended to entertain as much as inform.

A mantra wall greeted visitors upon entry to the popup, prompting shoppers to choose from postcards displaying various inspiring epigrams. Amongst several discovery stations, a line of Olfactory Red Boxes linked to a digital display revealed the story behind each fragrance as shoppers picked them up, immediately dispersing the scent in question and providing visuals relating to its contents and theme. Reminiscent of the famed gothic Duc de Berry manuscripts, each of the 13 fragrances was associated with a particular hour of the day, and characterized by a descriptive narrative.

The final stop in the popup was the immersion vault, a multifaceted mirrored chamber displaying the newly released Carat fragrance, designed to transport visitors into the heart of a Cartier diamond. As the vault door closed, the visitor was engulfed in the scent, surrounded by infinitely reflecting mirrored walls, floor and ceiling that refract flashing lights into a rainbow of colors, and delighted with scintillating sounds softly emanating from above in an ASMR-reminiscent style.

In addition to various stations on the popup shop floor, the location also hosted one-time events, like meditation and color-therapy sessions. Visitors to the immersion vault could receive a sparkly video of their experience inside for sharing on social media, completing the brand’s efforts to drive engagement in a digitally and socially enabled activation. Similarly, the popup’s incorporation of wellness trends like ASMR and aromatherapy intended to help connect with younger consumers in an age where luxury retail is continuing to redefine itself and increase its accessibility.

Cartier

Cartier recently launched its first-ever popup store in New York’s SoHo neighborhood. Aiming to provide a more accessible and experiential way for shoppers to interact with the brand, the location featured immersive and digitally enhanced stations for customers to discover and try out its fragrances, providing them with various sensory activations intended to entertain as much as inform.

+beauty
+brand activation & immersion
+Bvlgari
+carat
+Cartier
+Chopard
+fragrance
+Harry Winston
+hermes
+Luxury
+popup
+retail
+Shopper Marketing & Promotion
+store experience & design
+Tiffany & co.

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