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

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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.

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FIRST VIEW: 
The installation was unveiled at the iconic Cartier Mansion during New York Fashion Week.


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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.

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KEY INFO
Year: 2018
Role: Concept & Creative Direction
Client: Cartier
Agency: MKG

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

FURTHER READING
Elle Magazine



TALENT
Santigold – Artist/Musician

Lykke Li – Artist/Musician
BØRNS – Artist/Musician

ALL RIGHTS RESERVED 2021 – GERDIN.JOHAN@GOOGLEMAIL.COM