Follow the Clou
Role: Creative Direction
To promote Cartier's iconic jewelry line Juste un Clou (Just a Nail) we were asked to honor legendary designer Aldo Cipullo's philosophy of creating extraordinary beauty from ordinary hardware.
Using just a nail we turned a basic container into an immersive light installation by puncturing its ceiling. Inside, light followed people's every step, as they followed The Clou's history from the original to the latest piece.
The installation was revealed at the iconic Cartier Mansion during New York Fashion Week. People could then #FollowtheClou on social media as it toured the US, creating a backdrop for exclusive performances from artists Børns, Santigold, and Lykke Li.
Aside from social, the installation appeared in publications such as Vogue, Elle, and V Magazine.
Experiential Design: Nicholas Garritano
Lighting Design: Christopher Annas–Lee
Art Direction: Clarissa Roudabush
Executive Producer: Mili Marcetic
Fabrication: Pink Sparrow
Content: Matte Projects
Artist/Musician: Lykke Li
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