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At the opening of Cartier’s new pop-up The Culture of Design, a pop-up located at the maison’s original boutique in Sydney’s luxury precinct on Castlereagh Street, managing director of Cartier Oceania Alban du Mesnil provided poignant wisdom as to why the brand had chosen the old space to host the new experiential exhibit.
“There’s a lot of memories here for people,” explained du Mesnil. This emotional attachment that Cartier clientele feel, says du Mesnil, is because like the theme of the pop up itself – milestones from the maison’s history – the boutique represents for many a personal milestone. Engagements, marriage, births… Cartier, and the 74 Castlereagh Street boutique, are entwined in these memories.
Thus, making it the perfect location to host an experience dedicated to celebrating pivotal moments in time, for both the brand and clients.
Part boutique, part gallery and entirely chic, Cartier’s The Culture of Design pop up is an immersive history lesson that highlights some of the biggest design icons of the Maison’s history. From the groundbreaking simplicity of the Tank timepieces, to the first appearance of the Love collection in 1969 and it’s contrasting stablemate Juste un Clou in 1971, the Culture of Design pop up lets you experience discover the individuality of each milestone while seeing the thread that connects them altogether: the purity of the line, the accuracy of the shape, the precision of proportions, the precious details.
The interior of the boutique and its sandstone facade has been transformed into an interactive installation. The pristine white walls are decorated with LED lighting that take the shape and form of familiar Cartier silhouettes. Subtle changes to the space such as custom-built curved walls, direct guests to follow a timeline of design while reflecting the curved exterior of the new flagship on George Street which opened last year while sharp edged gold detailing around the lighting hints to Cartier’s ties to the Art Deco period and aesthetic.
A feature wall also depicts some equally iconic names attached to Cartier creations: Andy Warhol, who famously wore a Tank every day even though the battery had run out because he loved the elegance of the design. Muse Catherine Deneuve, who has returned as the face of a new Tank campaign directed by British filmmaker Guy Ritchie co-starring the latest addition to the Cartier family, Rami Malek.
It also gives guests the chance to see up close the latest chapter of the Tank story, the Tank Française collection while those seeking to walk away with a little something special for themselves can also enjoy a unique personalisation experience.
“Cartier is a pioneering house, in constant creative exploration. The Culture of Design demonstrates the Maison’s ability to create designs that stand the test of time, objects that are at once immediately recognisable and bear witness to the past,” says du Mesnil as part of the official opening statement. “With this new pop up, we celebrate a unique collection of creations that have earned a place in the history of jewellery and watchmaking, and in the hearts of our clients.”
Cartier’s The Culture of Design is open now until June 2023.
74 Castlereagh Street Sydney.
