Understanding and conveying the idea of “contemporary” has been the driving force in the luxury industry for the past two decades. It has become a relentless pursuit, fueled by the industry’s special fascination with this ever-evolving concept. The quest for a truly contemporary brand leads to the creation of a “contemporary sixth sense,” a discernment that resonates deeply with consumers.
Cartier, with its rich heritage and iconic designs, embodies this notion of contemporaneity. It goes beyond being a mere object; it is a journey through time, a convergence of different eras, a poetic universe. This is what sets Cartier apart and makes it truly captivating.
In their latest campaign, “Un grain de café,” Cartier takes us on a glamorous voyage through time. The allure of Hollywood’s golden era, represented by the enchanting Grace Kelly, is brought to life by the talented Elle Fanning. Her performance exudes the same intensity as in her role in Nicolas Winding Refn’s “Neon Demon.” The Riviera ambiance adds an extra layer of allure, while the cinema hall setting transports us to the present, reminiscent of the grand finale of Damien Chazelle’s “Babylon.”
The “Grain de Café” film epitomizes timeless elegance, effortlessly capturing the essence of contemporaneity. Cartier’s vision of the decorative arts further exemplifies their commitment to the contemporary. Collaborations with artists such as Mathilde de Jonquière, known for her mosaic work, bring a modern twist to Cartier’s boutiques in cities like Jeddah, New York, and Geneva. The contemporary spirit is ingrained in every aspect of Cartier’s universe, even down to the smallest details, like the grain of coffee.
Cartier constantly strives to maintain its relevance and stay ahead of evolving trends. The brand’s ability to infuse contemporary elements into its enduring designs has solidified its position as a leader in the luxury industry. By embracing the concept of contemporaneity, Cartier continues to captivate the hearts and minds of consumers around the world.
Useful links:
– Cartier Official Website
– The Third Era of Luxury: Sustainability (Vogue Business)
