World renowned luxury goods brand, Cartier is kicking off the new year with an interactive and immersive pop up store concept in Macau with DFS, which is a first for the brand and one which could be rolled to other markets if successful.

 

“We are launching a new concept store based on experience, discovery and client engagement…[We are moving] from a pure transactional approach to a real experience beyond the product acquisition,” Michael Guenon, Managing Director for Cartier Travel Retail Asia told TRBusiness.

 

“Following the Trinity forum where I expressed the real needs for luxury brands to transform their store and offer, we have been able to materialise our vision and test it this January for two months in Macau.”

 

View the full photo gallery here.

 

This is the first time ever that Cartier has launched such a concept, in any location and in any market. Travel retail is the nominated channel, DFS is the retail partner and the Macau Four Seasons downtown T Galleria is the venue.

 

DRIVE DE CARTIER COLLECTION

“Distinct areas have been set up to offer a wealth of emotions, interactions and experiences: Bar area, library lounge, and gaming platform (including a new version of the classic Pac-Man),” adds Guenon.

 

The ‘lifestyle pop-up’ store, which opened on 5 January and closes at the end of February, is a showcase for the ‘Drive de Cartier Watch Collection’ in particular all its different aspects.

 

Each space will provide an ‘interactive experience, combining the latest digital technology’ with specialist workshops conducted by a host of partner companies. Guests will actually be invited to take part in these workshops on craft beer and wine tasting, calligraphy and artisan leather stamping.

 

The full Drive de Cartier collection will be showcased during the two months of the animation, but a particular highlight will be the ‘horological wonder that is the Drive de Cartier Flying Tourbillon’.

 

“This prestigious timepiece is fitted with the manufacture calibre 9452 MC mechanical movement with manual winding,” says the brand. “Certified Poinçon de Genève, the Flying Tourbillon is a testimony to Cartier’s excellence in fine watchmaking.”