Jewelry. Cartier Wants to Share the Love. Launches Interactive Website Today. Second City Style Fashion Blog

Fountain of 30

June 8, 2007 • Accessories

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Fashionweekdaily reports that Cartier is using the web for more than making a sale. Their new site love.cartier.com has a refreshingly lofty goal: to celebrate the idea of love.

OK. So what does that mean? Read on….

"The innovative
Web site, which prompts users to select from one of four areas (Love
Day, Love Films, Love Gallery, or view jewelry), explores the question
through a series of 12 black and white, subtitled “Love Stories,” two
minute-long short films all set in Paris and directed by Olivier Dahan.
The interactive films focus on themes ranging from forgiveness to
declarations, while a common Cartier-red thread connects each of the
vignettes (each of the films features a red object, be it a balloon,
scarf, or shirt, that users can click on to brings them the next film).
According to de Narp, the films were designed to engage viewers,
allowing them to intercede in outcomes and control lovers’ destinies by
matching characters to one action or another. “We wanted to involve
people both concretely and emotionally,” he said.

Bravo. True Parisian spirit and charm… perhaps Gap will launch a site also dedicated to an emotion associated with the brand… say, ennui?– Joanne Molina for Second City Style

Cartier’s Love Logs On
            
Jeweler launches interactive site for international celebration
             

            

Thursday, June 07, 2007
            
             
               


Flavia Da Rin’s image for Cartier’s Love gallery

(NEW YORK) “How far would you go for Love?”

Cartier will answer that question Friday, when www.love.cartier.com,
its newly created Web site dedicated to celebrating the emotion’s most
recognizable symbol in jewelry, launches worldwide. “Love is a
commitment and involves the lives of people,” said Frédéric de Narp,
president and CEO of Cartier North America, while presenting a preview
of the site at the Cartier Mansion last Friday. “It’s the duty of a
brand like Cartier to spread different messages.”

The innovative
Web site, which prompts users to select from one of four areas (Love
Day, Love Films, Love Gallery, or view jewelry), explores the question
through a series of 12 black and white, subtitled “Love Stories,” two
minute-long short films all set in Paris and directed by Olivier Dahan.
The interactive films focus on themes ranging from forgiveness to
declarations, while a common Cartier-red thread connects each of the
vignettes (each of the films features a red object, be it a balloon,
scarf, or shirt, that users can click on to brings them the next film).
According to de Narp, the films were designed to engage viewers,
allowing them to intercede in outcomes and control lovers’ destinies by
matching characters to one action or another. “We wanted to involve
people both concretely and emotionally,” he said.

Helena
Christensen and Marisa Berenson, for example, are featured in one of
the shorts playing daughter and mother, respectively. Christensen’s
character expresses her love and appreciation for her mother, all the
while taking candid photos of Berenson’s character. In the end,
Berenson’s character is presented with a red Cartier signature gift box
containing a gold Love bracelet.

Complementing the site’s
cinematic presence is a “Love Gallery” of contemporary art curated by
John Maeda featuring eight artists whose work has been exhibited at the
Cartier Foundation in Paris. The artists include Flavia Da Rin, Zoe
Mendelson, Yako Takeyama, Ted Partin, Camille Henrot, Chiho Aoshima,
and Charwei Tsai. Each artist was given the task of bringing their
visions of love to life with rich images and art. Additionally, one of
the artists commissioned will contribute an on-going blog to the site
in the gallery section. “Through this project, John Maeda and Olivier
Dahan illustrate that our notions of love are all poignant vignettes
and works of art,” said de Narp.

The iconic Love bracelet, with
its immediately recognizable screw motif, was introduced more than 30
years ago. In 2006, Cartier introduced its Love Charity bracelet,
extending this commitment to philanthropic efforts through establishing
relationships with eight celebrities and their chief causes. In 2007,
Cartier enlisted another eight stars, including Djimon Hounsou, Faith
Hill and Tim McGraw, Eva Mendes, Julianne Moore, Rihanna, Usher, Rachel
Weisz, and Elie Wiesel, and released an entirely new set of $475 Love
Charity bracelets, with $100 from each sale donated to its respective
cause. Cartier has added several new pieces to the Love Collection this
year as well, including a yellow gold cuff, a reversible Love pendant
necklace, and a new Love Charity bracelet. 

On Love Day, this
Friday, 10 percent of sales from the entire Love Collection will
benefit the partnered charitable organizations. Last year, Cartier
donated more than $1.2 million to these causes and aims to exceed that
in 2007. Additionally, the Love Charity bracelets sold in its Manhattan
boutiques will benefit The Mayor’s Fund to Advance New York City’s
Material for the Arts Program.
JIM SHI

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