CARTIER BOUTIQUE CONCEPT

2020SDP - RETAIL INTERNATIONAL

CARTIER BOUTIQUE CONCEPT

“ ”A Contemporary narration

of a Classical history.

| SDP | CARTIER BOUTIQUE CONCEPT Confidential | Issue dated 2020 | COPYRIGHT ©

1. The Boutique concept

Introduction

1.1. Les Maisons de Cartier

1.1.1. The context: Client expectactions are changing

1.1.2. Local touch and singularity

1.1.3. The new boutique's segmentation

1.1.4. The new Boutique Role

1.1.5. The Single Red Thread

1.1.6. The boutique Brief introduction

1.2. Client centricity

1.2.1. Seamless experience

1.2.2. In-store events and versality

1.2.3. The multi-dimensional universes

1.3. Versatility

1.3.1. Modular furniture displays

1.3.2. Flexibility

2. Making of a boutique

2.1. The Store & Design Planning organization

2.2. The missions

2.3. The project process by phases

3. Tools and Guidelines

3.1. The Cartier Store Concept Documentations

ANNEX 1 • The boutique brief guideline

ANNEX 2 • The visual codes

ANNEX 3 • The versatility for events in boutique

CARTIER BOUTIQUE CONCEPT CONTENTS

CONFIDENTIAL WORKING DOCUMENT FOR INTERNAL USE ONLY.

This document is STRICTLY CONFIDENTIAL and for internal use only. It is STRICTLY FORBIDDEN

to reproduce, disclose or disseminate its content, even partially, to any third party.

THE BOUTIQUE CONCEPT

France Cannes, La Croisette

INTRODUCTION

Today all the Maisons de Cartier respect

the unique identity of the site,

the street, the city and the country,

while embodying the style and singular

spirit of the Maison.

They will carry a feminine imprint,

conveyed by rounded shapes, warm colors

and materials.

Each boutique offers a flexible experience,

adapted to its clientele and their current

desires. The product displays are flexible,

in order to transform a sales area into

an event space, and to easily adapt the

product offer whenever necessary.

Cartier boutiques reflect the Maison’s

culture of excellence as well as its

creativity and sense of detail. Cartier

boutiques work with noble materials

and rare métiers d’art, craftsmanship

know-how, to offer customers a luxurious

aesthetic and sensory experience.

Each boutique continuously reinterprets

timeless materials and the codes

of the Maison.


1.1.1 The context: Clients expectations are changingBoutiques are no longer a place for transactions.

The Cartier Maison pushes the boundaries of

creativity and taste in order to create singular

experiences for their clients.

1.1 Les Maisons de Cartier


Zurich, Switzerland

Moscow Gum, Russia Stockholm, Sweden


1.1.2 Local touch and singularityEmphasize the atmosphere of unique locations.

Express the luxury universe of Cartier.

Be exclusive but inviting.




1.1.3 The new boutique's segmentation



FLAGSHIP TEMPLE

3 Temples:

• Paris, 13 rue de la Paix,

• London, New Bond Street,

• New York, 5th Avenue

IMAGE BUILDERS

They are located in popular

cities that attract an international

luxury clientele such as Cannes

and Zurich. They help to build the

Maison’s image.

CONTRIBUTIVE CITY

Their main objective is

to contribute to the Maison’s

commercial success.

CONTRIBUTIVE AIRPORT

They identify airport

signature elements to ensure

a unique and consistent

Image across Cartier airport

boutique network.

FLAGSHIP

They are generally big, located

in major cities and iconic luxury

hotspots such as Dubaï Mall 2

or Tokyo Ginza. They benefit

from high visibility and traffic.

LONDON

NEW

BO

ND

ST

RE

ET

DUBAÏ MALL

2

MACAU FOUR S

EASO

NS

BOSTON

SHANGHAI HO

NG

QIA

O

1.1.4 The new boutique roleSingularity becomes the norm

in our network.



DEFINE EACH BOUTIQUE PROFILE TO DELIVER

A SPECIFIC INVITING & WELCOMING

CLIENT STORE EXPERIENCE

EACH BOUTIQUE HAS

A SPECIFIC ROLE TO PLAY

WHATBoutique

segmentation

WHOClient profiles

& behaviors

WHERECountry city

street building



1.1.5 The single Red Thread



Preciosity

Emblems Icons Stylistic patterns

Home feeling Craftmanship DetailsFeminity Functionality Neo Classic architecture

Contemporary Elegance

Emotion

SurpriseCuriosity

The Visual Codes

The items which constitute the visual identity of Cartier, among them, the emblems, the icons and the stylistic patterns.


1.1.6 The boutique Brief introductionA new tool has been developped.

The boutique brief is a strategic plan applied to your

project.

It defines the role of each boutique.

The Boutique Brief guideline from July 2018 can be

found:

Section 3. Tools and Guidelines Annex 1



Strategic context

Location & Culture

Authenticity & Uniqueness

Client Centricity


1.2.1 Seamless experience

1.2. Client Centricity


YesterdayWith gemini fixed computers on each POS

DARE : Digital. Application. Retail. Experience

TodayMobility and flexibility in each transaction with DARE tablets on each POS


1.2.2 In-store events and versatilityEvents cultivate Cartier's art of receiving

and strive to combine audacity, elegance,

creativity & generosity.



Singapore Ion Orchard - VIP Dinner, 2018 Singapore Ion Orchard - VIP Dinner, 2018Singapore Ion Orchard - Boutique

Tokyo Roppongi - Tank event, 2018Tokyo Roppongi - Christmas event, 2017Tokyo Roppongi - Boutique


1.2.3. The multi-dimensional universes



CLIENT PROFILES

PRODUCT CATEGORIES

SHOPPING OCCASION

BOUTIQUEENVIRONMENT

BOUTIQUEATMOSPHERE


1.3.1. Modular furniture displaysThe aim is to give flexibility to the boutique throughout

the “Plug & Play” furniture.

1.3. Versatility



1.3.2. Flexibility

1.3. Versatility


Event opening, Cannes 2017

1

2

3

4

MAKING OF A BOUTIQUE


2.1. The Store & Design Planning organization


RETAIL DESIGN

TRANSVERSAL PROJECTS

WATCH SPECIALISTS

INTERNATIONAL CONSTRUCTION

QUALITY

TIMING COST

2.2. The missions


QUALITY

TIMING COST


1. Retail Boutiques Network

2. Specialists Network 3. Corporate Salons

Models

Legal

Construction

Supplies

Quantity surveyor Visual experience

R&D

DesignRetail + Specialists

Projethèque

Digital Tools

Back Office

Visual contents


2.3. The project process by phases


FROM 16 TO 25 MONTHS

APS

SCHEMATIC DESIGN

From 4 to 6 months

REGIONAL SDP

INTERNATIONAL SDP

Back Office Schematic Design

Technical review

Richemont Security & IT review

First cost estimation

Commercial AreaSchematic Design

Back OfficeDesign supervision

Material sample boards

Lighting design package

Visual experience definition

EXE

CONSTRUCTION DOCUMENTS

From 4 to 6 months

REGIONAL SDP

REGIONAL SDP

INTERNATIONAL SDP

General follow-up

Value engineering follow-up

Tender process (package tender & award)

Budget follow-up

Schedule follow-up

Richemont Security & IT final check

CONSTRUCTION

From 4 to 6 months

REGIONAL SDP

Budget follow-up

Schedule follow-up

Mockups

Quality control inspections

Handover and snaglist

Construction supervision

Visual merchandising set-up

Boutique opening

Professional pictures

POST OPENING

REGIONAL SDP

INTERNATIONAL SDP

Estimation of technical improvements

Estimation of design improvements

Maintenance

Completion report

Feedback 6 months after opening

REGIONAL SDP

INTERNATIONAL SDP

Local authorization

Visual experience selection

Design Development package

Mock-up definiton

Cost estimation

Local permit submission

Richemont Security & IT brief

Materials Development validation

Design Development package validation

Visual experience validation

APD

DESIGN DEVELOPMENT PHASE

From 2 to 4 months

LAUNCH PHASE

From 2 to 3 months

REGIONAL SDP

NSF

Boutique survey & feasability

Lease finalization

INTERNATIONAL SDP

Site survey verification

General schedule

Boutique retail brief

Schematic Design schedule

SDP Net project sheet

INTERNATIONAL SDP

General follow-up

Mockups validation

TOOLS AND GUIDELINES


3.1. The Cartier Store Concept Documentations


Specifications

Guidelines Catalogues

2018

2019

2018

2018

2018

2018

2019

2020

2019

2019

2019

2019

2020

2020


3.2. The Boutique Brief guidelines


ANNEX 1 The Boutique Brief

Guideline • July 2018

The Boutique Brief guideline from July 2018 can be found: Section 3. Tools and Guidelines Annex 1


The visual codes can be found: Section 3. Tools and Guidelines Annex 2

3.3. The visual codes


ANNEX 2 The visual codes


The Versatility for events in boutique can be found: Section 3. Tools and Guidelines Annex 3

3.4. The Versatility for events in boutique


ANNEX 3 The Versatility

for events in boutique

Documents

CARTIER BOUTIQUE CONCEPT