Cartier is usually on our radar for their fine watches and subtle jewelry, but the house has ventured into a rebellious new direction for Milan Design Week. The centerpiece of the brand’s pop-up is a gilded Corvette car suspended a few feet above the ground, the theme of their pop-up is “Precious Garage”.
Designed by the New York based artist Desi Santiago, the pop up is located in the Garage Sanremo on Milan’s Via delle Fosse Ardeatine. Packed with plenty of gold painted auto parts, the space puts the spotlight on two new lines of precious jewelry: ‘Juste un Clou’ and ‘Écrou de Cartier’.
“Looking at the history of the Juste un Clou bracelet, which is about very strong design establishing a link between [the world of] mechanics and jewelry, and transforming ordinary everyday objects into exceptional pieces, the idea of presenting during design week felt natural,” said Arnaud Carrez, international marketing and communications director at Cartier.
“It will be an industrial mood but shaped by Cartier, a garage installation through the eyes of a nonconformist, free-spirited jeweler with a balance of edginess, elegance and sophistication,” he said of the pop-up.
The pop up itself will wrap up on April 9, but will the edgy new mood last at Cartier? We’ll have to keep our eyes on their next few launches!