A PRICKLY POP-UP AT CARTIER

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The point when a trend becomes so mass that it can be riffed around and played with from a pop-culture standpoint by a luxury brand is fun to see in action.

In Cartier’s case, the luxury watch and jewelry brand have produced an entire special edition collection called Cactus De Cartier inspired by the humble cactus, the millennial houseplant of choice.

To launch the yellow and rose gold range, studded with emeralds, carnelians, lapis, and diamonds, Cartier put together a rooftop pop-up installation at the Cartier Mansion on New York’s Fifth Avenue.

The pop-up is intended to act as a backdrop for photo shoots, press launches, social media sharing opportunities and VIP visits.

THE PRICKLY CARTIER RANGE

THE PRICKLY CARTIER RANGE

The space mixed the heat of the desert with red, orange and ochre backdrops and color filter lighting, imitating the hues of a setting desert sun with a light-filled cabana roof garden stashed with the leafy succulents.

New York

1049 5th Avenue, 1049 5th Ave, New York, NY 10028, USA