At Iconsiam’s River Park, The Fabulous House along with a floating airship brings Cartier’s festive campaign to life.
The red zeppelin symbolises how the French luxury brand has explored the world to seek inspiration for its jewellery and watches. Conceptually, it is loaded with precious presents for distribution in the season of giving.
The fantastical flight is illustrated by clouds at the base of The Fabulous House centred by an elegant winding staircase.
The outdoor installation also features three Christmas trees while indoors a gigantic tree stands near the escalator that leads up to the brand’s boutique on Iconsiam’s M Floor.
This Christmas tree is atypically decorated to reference architectural elements of Cartier’s historic boutiques in Paris, London, and New York.
Founded by Louis-François Cartier in 1847, the family business moved to a building with a majestic black façade at 13 Rue de la Paix in 1899. The relocation was initiated by third-generation Louis Cartier, whose younger brothers Pierre and Jacques expanded the company’s presence abroad.
The Cartier boutique on London’s Bond Street opened its doors in 1909 — the same year that Pierre arrived in New York.
In 1917, he acquired the Mansion in exchange for a magnificent natural pearl necklace, and adapted it as Cartier’s flagship store on the corner of Fifth Avenue and 52nd Street.
Its elegant staircase inspires the design of The Fabulous House installation, which is on display until Jan 7.
In addition, an online game takes players on “The Fabulous Cartier Journey” that involves manoeuvring an airship through clouds to collect as many gems as possible.
The maison has also launched an official LINE theme featuring its iconic motifs such as the Cartier red box and bellboy as well as the zeppelin from the holiday 2023 campaign.
‘Cartier Staircase To The Fabulous House’ installation. (Photos: Cartier)
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