By Kupluthai Pungkanon
Leading global brand Cartier marked the start of 2019 by cele¬brating the spirit of its iconic Juste un Clou and Ecrou de Cartier jew¬ellery inspired by nails, nuts and bolts, hosting the Cartier Precious Garage in Bangkok for the first time and at an unconventional venue – a warehouse in Khlong Toei.
The brand’s avantgarde art installation concept on the theme “When the Ordinary Becomes Precious” was designed by New Yorkbased Puerto Rican visual artist Desi Santiago to showcase the creative twist on everyday objects that makes the ordinary exquisite. Adding to the sparkle of the centrepiece – a unique gold Corvette – were Thai superstars Mark Prin, Mario Maurer, Natapohn “Taew” Tameeruks, Jarinporn “Toey” Joonkiat, Thanapobb “Tor” Leelutanakajorn, Sunny Suwanmethanont and Gunn Svasti as well as Alisters Sonya Singha, Jay and Jareyadee Spencer, Tirawan Taechaubol, Kanachai Bencharongkul, Patsarakorn Chirathivat, Gulapat Kanokwatanawan, Karoon Sosothikul, Orawan Ingkhasit and Tachamapan Chanchamrassang.
Despite the smog that has been plaguing Bangkok for the past few weeks, a long red carpet was laid out outside the warehouse leading to the cavernous space within, which had been transformed into a world where form and mechan¬ics collided in a novel art installa¬tion concept realised as Cartier Precious Garage. True to the refined Cartier touch, every detail of the event had its own implica¬tion.
A gold shipping container greet¬ed guests at the entrance, confirm¬ing the arrival of Cartier Precious Garage in Thailand. A gold tunnel guided guests to the highlight installation – an exceptional gold Corvette flanked by two large walls, one in gold adorned with Corvette parts and components, and the other in white displaying mechan¬ic’s tools.
The interior was inspired by two of Cartier’s iconic collections. A nail turned into jewellery, the famous Juste un Clou collection was creat¬ed for Cartier in the 1970s by Italian designer Aldo Cipullo who left his homeland to pursue his dream in New York. An expression of a rebel¬lious nature. Cipullo’s radical appropriation of a utilitarian object as a piece of jewellery echoed the anticonformist state of mind of the era.
Cartier used the party to intro¬duce the new slimmer, flexible ver¬sion of the Juste un Clou bracelet, which wraps around the wrist in a single bold motion. Available in yellow and pink gold, it can be worn alone or alongside the original or even with the Love collection.
Cartier wrapped the special evening with an after party where guests were fully entertained by celebrated Korean DJ Tim Thal, a star of the Ultra Music Festival.
And you don’t have to be celebri¬ty to appreciate the jewellery. The entire Cartier Precious Garage art installation is now featured in a popup exhibition at Siam Paragon’s Hall of Fame on M Level until Sunday.