CHINA (MACAU). French luxury house Cartier has transformed its boutique at the T Galleria by DFS Macau City of Dreams into a socially-driven omnichannel experience. The ‘Love is All’ experience runs until April 2022. It was launched to coincide with various gifting holidays including Christmas, Chinese New Year and Valentine’s Day.
The immersive environment underscores the core values of Cartier and was inspired by the brand’s global ‘Love is All’ campaign. The boutique offers omnichannel elements, brand discovery, gifting and interactive features to celebrate the festive season.
The elegant boutique is wrapped in Cartier’s striking red shade, taking inspiration from its signature packaging. The customer journey starts with an augmented reality experience on mobile which sees the red Cartier gifting ribbon fly across the boutique’s façade.
Inside, customers are invited to unwrap the gift box-themed space and discover Cartier’s watches, jewellery, leathergoods, fragrances and lifestyle products. One of the highlights is the ‘Cartier Profile’ application which offers personalised Cartier product recommendations based on various client preferences.
The space also features an interactive lighting wall game that immerses shoppers into Cartier’s fragrance universe and a Cartier Karaoke Box that encourages them to sing along to the ‘Love is All’ soundtrack and share their performances on social media.
“The festive activation at the Cartier boutique resonates strongly with our consumers who are seeking elegant gifts and shareable experiences from brands to elevate their luxury stay in Macau,” commented DFS Group Senior Vice President Watches and Jewellery Matthew Green.
“We would like to thank Cartier for creating a truly memorable omnichannel shopping journey, filled with love, and hope our guests enjoy this special experience over the coming months.”
In addition, a dedicated Cartier WeChat Mini Program enhances the experience’s digital footprint by engaging with travellers pre- and post-trip.
Cartier Global Travel Retail Director Virginie Martignac added, “It is a pleasure to share love from Cartier with travellers at T Galleria by DFS, Macau, City of Dreams this festive season with a creative and joyful multi-layered experience. We sincerely crafted this unique concept with the will to surprise and entertain our clients and immerse guests in the thrill of unwrapping the iconic red Cartier box.”
