Cartier gets experiential in SG with wild Panthère exhibition

French luxury house Cartier has launched “Into The Wild” exhibition which is an experience that the luxury brand wants to create for its consumers. 

According to CNA, this exhibition includes interactive content, kinetic technology, and spatialised sound, to present its iconic panther. The immersive space also includes a maze of interconnected rooms that brings the audience into the Cartier world. Some of the Maison’s jewellery, timepieces, leather bags, parfums, a hall of fame with portraits of its ambassadors, archival sketches, and authentic documents are physically displayed at the exhibition. 

At the exhibition, it shows Cartier’s beginning where it starts with Cartier’s first female artistic director, Jeanne Toussaint. The installation was previously at Hong Kong and Kuala Lumpur, Malaysia. According to its website, the exhibition is currently at Bayfront Pavilion, Gardens by the Bay, from 16 to 30 October. It is open to the public, but it requires pre-registration. 

Today luxury brands are coming up with new and innovative ways to connect with their consumers and define what “luxury” truly means. Experiences are being created to ensure an emotional connection is forged with the consumer. According to an insight piece by Publicis Sapient, luxury brands will also need to meet consumers’ evolving expectations for luxury experiences – immersive, memorable encounters that leverage new or augmented reality to enhance everyday life and delight in ways that feel distinctive and deeply personal.  

Meanwhile, separately in May this year, Cartier filed a lawsuit against Tiffany and Co. for allegedly stealing its trade secrets. According to the lawsuit, its investigation led to the discovery of "Tiffany’s disturbing culture of misappropriating competitive information".

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