yael c. agmon
Architecture/Experience Design/Strategy
Cartier Mansion Experience
© Tellart
Client: Cartier, 5th Ave. Mansion, NYC
My Role: Creative, Design Strategy Lead (Proposal Stage)
#Experiential Marketing #Interactive Storytelling #Kinetic Installation #Concept Development #Content Strategy #Visual Communication Cartier were looking to revive their 5th Ave. Mansion space (NYC) with a kinetic installation that will embrace the emerging retail trends in the neighborhood. In addition, and perhaps more importantly, Cartier would like to use part of the Mansion space to present their archives to the wide public and feature the fascinating stories of their magnificent pieces. By distilling Cartier’s brand essence to three different facets: Boundless Curiosity, Beauty & Power, and Timeless Zeitgeist, we proposed a dynamic communication platform that can feature these different facets seasonally.
Entrance to the Mansion from 52nd St. - A glimpse of a magical experience
The staircase in front of the kinetic wall - the entire room is activated through lights and reflection.
PART 1: KINETIC ‘WOW’ INSTALLATION AT THE ENTRANCE LEVEL
Inspired by light and reflection, the movement of the wall could be abstract to figurative, all of which enhance the room creating an ethereal outpouring of shimmering light. This light draws visitors in and also invites them to explore more of the Mansion.
The kinetic wall. A modern interpretation of the traditional bas relief of Cartier’s boutiques.
The responsive kinetic movement and reflections draws visitors to get closer but at the same time invites them to further explore.
PART 2 :MODULAR COMMUNICATION PLATFORM PRESENTING CARTIER’S ARCHIVES TO THE PUBLIC
By designing a physical platform for communication that is permanent, yet adaptable, the Archive could take form both in a designated area as well as in portable extensions that could be used in different areas in the Mansion and beyond.
