MACAU. Leading luxury brand Cartier has unveiled its first pop-up boutique at the Macau Four Seasons T Galleria by DFS. The store features an experimental display to exhibit the Drive de Cartier Watch Collection for men. From 5 January to the end of February, Cartier will test its new concept, which is based around experience, discovery and client engagement.
Cartier has transformed the Shoppes at Four Seasons exhibition area into an animated zone designed to reveal different aspects of the Drive de Cartier lifestyle.
Each space provides an interactive experience, combining digital technology with specialist workshops conducted by a host of partner companies, which deliver “a vibrant experience”, said Cartier.
The Library Lounge displays a miscellany of objects and collectibles such as books, music, one-of-a-kind figurines and the latest tech gadgets, alongside the new Drive de Cartier collection. It will also provide gaming platforms (including a new version of the classic Pacman game) and a design bar area.
The Atelier features holograms and design sketches of the Drive de Cartier collection. It also reveals the inspirations behind the watches, drawing attention to the aesthetics of the distinctive cushion-shaped case, and the detailing of the precision movements of the timepieces.
Each space will also host lifestyle activities, from workshops on craft beer and wine tasting to calligraphy and artisan leather stamping.
The full Drive de Cartier collection will be showcased during the period but a highlight will be the Drive de Cartier Flying Tourbillon. This prestigious timepiece is fitted with the manufacture calibre 9452 MC mechanical movement with manual winding.
The focus on engagement and experience mirrors remarks made by Cartier Managing Director Travel Retail Asia Michael Guenoun at The Trinity Forum in Mumbai.
In an outstanding presentation, Guenoun said the industry must focus on the experiential, not just the transactional. Travel retail remained as relevant as ever in the face of external challenges, he said, but it needed to be approached and executed in the right way for a luxury brand such as Cartier.
“Travel retail is a fantastic route for brands to communicate with the customer,” he said. “Make the journey less of a process and more of an experience.”