Cartier’s relationship with the UAE stems from the founder Jacques Cartier’s initial visit in 1912. Since then, the Maison has drawn upon the Middle East for creative inspiration.
This year, the French jewellery brand stretched its appreciation for Arabic culture by creating an immersive experience in honour of Ramadan titled “Togetherness is a Jewel.” The brand created an Al Manama installation that draws upon its original Arabic meaning: a place set for respite and sleep. People typically use these structures to escape from the blazing heat of summer. For Cartier, they’re a hub to observe the holy month and embrace the brand’s history with the Middle East.
Cartier used the pavilion-style structure of the Al Manama to form its immersive experience. There were two installations total, one located in Al Khazzan Park, Dubai and the other based in Abu Dhabi’s cultural capital, Manarat Al Saadiyat. The Maison worked alongside Emirati Architects and Urbanists, Ahmed and Rashid Bin Shabib, to form the Al Manama installations. The result is a gorgeous, contemporary take on traditional architecture.
Cartier’s Dubai iteration of Al Manama started with a red carpet lined with glowing candles leading up to the entry. The entrance was an incandescent walkway layered with Persian rugs that took guests to its three pavilions. A sizeable structure joined the three pavilions; glowing red and spelling out, “Togetherness is a Jewel.” One pavilion held Cartier products, and the other two contained comfortable seating to encourage people to relax while watching the video Cartier created for Ramadan. The Abu Dhabi location was almost identical, with three matching pavilions and equally exquisite decor. The Maison executed its concept brilliantly, from the relaxing yet lavish structure to its captivating video campaign.
Most importantly, Cartier successfully tapped into the importance of community during the holy month with Al Manama. The immersive brand experiences became destinations for gathering people together. It demonstrated a deep understanding of the values imparted during Ramadan and showed respect for the culture. “Togetherness is a Jewel” could also nod to Cartier’s coming together with the Middle East for Ramadan–literally reminding us of Cartier’s signature product and how, conceptually, the pavilions are a gem of an experience.
