If fantasy was a watch word, Cartier reinvented the wheel; because few brands evoke fantasy like they do every freaking Christmas season and it is always, always magical. It understands proportions and its relation to emotions so very well.
As a single brand that does items in the really, really, really high price range for the 0,5% really not even the 1%, this is how to tell a story and create a fantasy that not only draws in the crowd opposite the store, but who knows, maybe, possibly, one day some of that crowd will convert to consumers because let’s face it Cartier is a fantasy brand and we don’t all have Cartier money down the back of the sofa but we may be able to safe up for it.
However, the price of being swept up in the fantasy of it all? Free.
I love the story it has curated, a romantic flight on fancy complete with hot air balloon that at some point in the sequence lights up with music to much applause from the ogling crowd. Absolutely stunning. As a limited, single brand, limited in terms of its ability to visually merchandise its windows for Christmas because jewellery can be cold, it evokes the magic of the season so very well, so much so, it has become one of the highlights of Bond Street for most to visit during the Christmas season because with his tight façade it packs that one-two punch in impact and appeal and throws is the side of warmth to conjure up this true beauty. And can their be anything more romantic that sailing away on a hot air balloon?