Cartier, the classic French luxury brand, has decided upon SOHO NewTown, a rising star in China's real estate industry, as the venue for its much-heralded concert featuring Liu Suola, an alternative avant-garde musician. The concert is co-sponsored by iLook, a trendy magazine that is enjoying increasing popularity. What brought together these seemingly unrelated parties? In a word: 'Innovation.'
Cartier was founded in the nineteenth century during the reign of Napoleon III. At the time, Paris was enjoying a renaissance of sorts, and there was an endless string of parties and balls. Thanks to France's prosperity (and the hard work of two generations of workers), Cartier gradually developed into one of the most prestigious jewellery dealers in the world.
At the beginning of the twentieth century, the Prince of Wales was crowned as Edward VII with a Cartier crown. Two years after his coronation, he granted Cartier a certificate of royal appointment. In subsequent years, Cartier also received certificates of royal appointment from Spain, Portugal, Russia, Siam, Greece, Serbia, Belgium, Romania, Egypt, and Albania. The name 'Cartier' quickly became synonymous with royal jewellery.
Designs from Cartier have kept up with times, yet still retain their classy, sumptuous and aristocratic bearing. As one of the leading lights during the transformation of modern design concepts in the 1970s, Cartier secured its position on the cutting-edge of the modern fashion industry. In the 1980s, the Cartier Contemporary Arts Foundation was established, a move which highlighted their determination to continue to develop into the 21st century. Cartier is committed to developing its image and prestige all over the world, through its close relations with contemporary artists and in parallel with the development of free contemporary arts movements.
So, why did Cartier choose SOHO NewTown instead of one of the many other big names in Beijing? Ms. Hong Huang from iLook reveals that they once considered holding the event for Cartier at luxurious hotels or in the Forbidden City, but eventually decided upon SOHO NewTown.
The reasons are as follows:
First, although Cartier is a classic brand, it is constantly on the look-out for innovators. SOHO NewTown has drawn much attention in China in recent years, and "the space in SOHO New Town is both physical and spiritual," as great architecture conjures up a state of mind as well as physical space. As one of China's new 'brand names', SOHO New Town captures both the new productive powers and the spirit of innovation of today's China. Classic and European, fresh and Chinese, Cartier and SOHO NewTown are a perfect match when it comes to innovation.
Secondly, Cartier's emblematic colour is a dignified and elegant red, while SOHO New Town's colour is the simple and graceful white. The new space at SOHO New Town offers them great flexibility to design the site.
Thirdly, "Cartier is committed to developing its image and prestige all over the world through its close relations with contemporary artists and in parallel with the development of free contemporary arts movements." In this respect, Cartier is second to none in Europe. Similarly, SOHO NewTown is actively working to establish a new cultural image for Chinese real estate brand names, and to this end has adorned public living spaces with artwork from contemporary Chinese artists.
So why, you may ask, choose Liu Suola instead of one of Beijing's many other stars? Ms. Hong Huang explains that as a writer and an artist, Liu Suola draws from a rich cultural background. While grounded in classical music, his music is innovative, avant-garde, and challenging. This image is consistent with Cartier's spirit.
And iLook? Why would iLook choose to hold an event for Cartier in China? Ms. Hong Huang goes on to explain that "as an internationally recognized fashion brand name, Cartier tends to only advertise in fashion magazines with an international reach. iLook is a local fashion magazine that focuses primarily on the Chinese market. In order to attract advertisers with an international pedigree like Cartier, iLook is willing to make an extra effort. To that end we have taken an active role in helping them hold this event. Our excellent relations in the media, in the entertainment industry and in artist circles enable us to serve internationally-recognized brand names."
Cartier was founded in the nineteenth century during the reign of Napoleon III. At the time, Paris was enjoying a renaissance of sorts, and there was an endless string of parties and balls. Thanks to France's prosperity (and the hard work of two generations of workers), Cartier gradually developed into one of the most prestigious jewellery dealers in the world.
At the beginning of the twentieth century, the Prince of Wales was crowned as Edward VII with a Cartier crown. Two years after his coronation, he granted Cartier a certificate of royal appointment. In subsequent years, Cartier also received certificates of royal appointment from Spain, Portugal, Russia, Siam, Greece, Serbia, Belgium, Romania, Egypt, and Albania. The name 'Cartier' quickly became synonymous with royal jewellery.
Designs from Cartier have kept up with times, yet still retain their classy, sumptuous and aristocratic bearing. As one of the leading lights during the transformation of modern design concepts in the 1970s, Cartier secured its position on the cutting-edge of the modern fashion industry. In the 1980s, the Cartier Contemporary Arts Foundation was established, a move which highlighted their determination to continue to develop into the 21st century. Cartier is committed to developing its image and prestige all over the world, through its close relations with contemporary artists and in parallel with the development of free contemporary arts movements.
So, why did Cartier choose SOHO NewTown instead of one of the many other big names in Beijing? Ms. Hong Huang from iLook reveals that they once considered holding the event for Cartier at luxurious hotels or in the Forbidden City, but eventually decided upon SOHO NewTown.
The reasons are as follows:
First, although Cartier is a classic brand, it is constantly on the look-out for innovators. SOHO NewTown has drawn much attention in China in recent years, and "the space in SOHO New Town is both physical and spiritual," as great architecture conjures up a state of mind as well as physical space. As one of China's new 'brand names', SOHO New Town captures both the new productive powers and the spirit of innovation of today's China. Classic and European, fresh and Chinese, Cartier and SOHO NewTown are a perfect match when it comes to innovation.
Secondly, Cartier's emblematic colour is a dignified and elegant red, while SOHO New Town's colour is the simple and graceful white. The new space at SOHO New Town offers them great flexibility to design the site.
Thirdly, "Cartier is committed to developing its image and prestige all over the world through its close relations with contemporary artists and in parallel with the development of free contemporary arts movements." In this respect, Cartier is second to none in Europe. Similarly, SOHO NewTown is actively working to establish a new cultural image for Chinese real estate brand names, and to this end has adorned public living spaces with artwork from contemporary Chinese artists.
So why, you may ask, choose Liu Suola instead of one of Beijing's many other stars? Ms. Hong Huang explains that as a writer and an artist, Liu Suola draws from a rich cultural background. While grounded in classical music, his music is innovative, avant-garde, and challenging. This image is consistent with Cartier's spirit.
And iLook? Why would iLook choose to hold an event for Cartier in China? Ms. Hong Huang goes on to explain that "as an internationally recognized fashion brand name, Cartier tends to only advertise in fashion magazines with an international reach. iLook is a local fashion magazine that focuses primarily on the Chinese market. In order to attract advertisers with an international pedigree like Cartier, iLook is willing to make an extra effort. To that end we have taken an active role in helping them hold this event. Our excellent relations in the media, in the entertainment industry and in artist circles enable us to serve internationally-recognized brand names."
