FOLLOW THE CLOU
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.
CONCEPT DEV & CREATIVE DIRECTION FOR CARTIER
THE EXPERIENCE: Inside the installation light followed people's every step, as they followed The Clou's history from the original to the latest piece.
FIRST VIEW: The installation was unveiled at the iconic Cartier Mansion during New York Fashion Week.
THE TOUR: The installation then toured the US, creating a backdrop for exclusive performances from artists Børns, Santigold, and Lykke Li.
#FOLLOWTHECLOU Aside from social, the installation appeared in publications such as Vogue, Elle, and V Magazine.
Role: Concept & Creative Direction
FRIENDS & ENEMIES
Nicholas Garritano – Experiential Design
Christopher Annas–Lee – Lighting Design
Clarissa Roudabush – Art Direction
Mili Marcetic – Experiential Director
Pink Sparrow – Fabrication
MATTE PROJECTS – Content
Santigold – Artist/Musician
Lykke Li – Artist/Musician
BØRNS – Artist/Musician
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