NASFM Fixture of the Year
Cartier exudes old money. But when it opened for business in Honolulu, it was after new money, as well – especially from Japan.
“The favorable exchange rate has made shopping in America very inviting to foreigners,” says Charles Petretti, associate at Barteluce Architects & Associates (New York), the architect on the project. “They're very label-driven, so they're attracted to the Cartier name. And, of course, Hawaii is a worldwide destination, especially for the Japanese.”
Cartier wanted the store to have the timeless elegance generally associated with the jeweler's reputation. But it also wanted the fixtures to be welcoming and inviting and show off the merchandise.
This system was named Store Fixture of the Year in the 2004 National Association of Store Fixture Manufacturers annual store design contest. Designed by 4BI (Paris) and manufactured in Italy, the freestanding cases feature tapered legs, antique bronze finishes and curved, laminated Starphire glass with soft edges.
The cases are illuminated with fiberoptics and also equipped with a custom low-voltage Dialock security system from Häfele GmbH (Nagold, Germany). “There are readers inside the fixtures,” says Petretti, “and sales associates are equipped with magnetic wands that have been preprogrammed. The wands automatically unlock the cases — no keys, no noticeable clicks — and the cases are programmed to relock after a specified time.”
Not only is this seamless security, notes Petretti, but the system gives Cartier an audit trail. It monitors what cases have been opened, when and how frequently, providing an insight into customers' buying patterns and the store's traffic flow.
Client: Cartier SA, Paris
Architect: Barteluce Architects & Associates, New York
General Contractor: Dickenson Cameron, Solona Beach, Calif.
Fixtures: Cassina SpA, Milan
Molteni & Co., Giusssano, Italy
Photography: Barteluce Architects & Associates, New York