A partnership in the form of an ephemeral work of art
A year of studies was necessary to develop this partnership between Maison Cartier and the urban scenography expert, JCDecaux. A hundred or so people from a variety of professions worked together both in the workshop and directly on site to bring this large-scale project to fruition: architects, sculptors, model makers, painters, as well as ironworkers, electricians and mountain climbers (...). Cartier's wish was to preserve the architectural allure of the façade of this prestigious building, in order to communicate emotionally and in a remarkable way.
A trompe l'oeil representation installed in record time
In 10 days JCDecaux and its partners deployed their talents to create and implement all the elements of the relief composition, including :
- a faithful reproduction of the store front and its emblematic door rich in detail;
- the installation of a covered passageway immersing visitors in the universe of the brand;
- the fixing of a giant micro-perforated printed canvas composed, among other things, of openings for the insertion of 28 decorative windows, each adorned with a balcony, a railing and a blind;
- several rows of cornices.
euros at the end of the renovation operation, all parts of this communication operation will be recycled or reconditioned to respect a sustainable development process.
