Cartier Precious Garage
Mobile Tours
Reframing a Luxury Icon
Cartier has been one of the world’s most prestigious luxury brands for centuries. But connecting with younger generations takes more than heritage. We evolved the brand’s Precious Garage concept with an edgy design, showing up at IYKYK spots across the US, and aligning with cool, unexpected talent to affirm Cartier’s role as a fresh and forward-looking icon.
A Golden Garage
We reimagined Cartier’s Precious Garage experience (which debuted at Milan Design Week), drenching a 40 foot shipping container in gold, and filling the space up with stylish takes on typical garage features - everything from a gas pump serving champagne to a mechanic’s locker containing an immersive mirrored selfie moment.
Illuminating the Collection
Cartier’s iconic Juste un Clou and Écrou de Cartier collections were illuminated inside the installation, with golden rays raining down from the ceiling, highlighting key pieces across the space.
Cultural Cachet for Cartier
Popping up at scene ready spots like Fremon Mischief in Seattle and Track One in Nashville, we hosted live performances at each location from musical acts including Santigold, BØRNS, and Lykke Li, which drew in droves of the coveted Gen Z and young Millennial crowds.
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