Es Devlin at work. *Image: Matt Alexander*

At Cartier, Trading Stories of Creativity That Go Beyond Jewels

Tapping into infinite creativity seems to come second nature to Cartier, where stunning timepieces, exquisite jewelry, and exceptional decorative objects continue to be treasured by generations. But the essences of creativity and what drives that magic can feel impossible to understand. Creative people know, from the precious moment of inspiration to the primal urge to create, the act of creativity can feel like an ordeal arranged by nothing but instinct and instance. And when it comes to mentally or physically accessing that creative space and feeling truly inspired, things get even more complicated.

Cyrille Vigneron, Global CEO of Cartier. *Image: Cartier*

Cyrille Vigneron leads the charge of creativity at Cartier

As difficult as it may seem, one person who seems to have a handle on cultivating this creativity and making it happen is Cyrille Vigneron, Global CEO of Cartier. Having led the revered brand since 2016, Vigneron, a creative himself, has paved a path forward for an ever-growing and ever-more bewildering creative mission driven by trust and democratic choices.

Over the course of my investigation and interviews, it became clear that creative initiatives at Cartier go far beyond basic lip service and mere associations. They are full-weight commitments to the complex journeys of art and originality, and Cartier’s approach and practice can serve as a case study in creative patronage for today.

The brand celebrates profound curiosity through efforts like The Fondation Cartier, a contemporary art museum in Paris which also funds production of works, as well as the Cartier Women’s Initiative, which identifies, supports and encourages women entrepreneurs across all industries. Along the same lines, Cartier’s brand ambassadors contribute to this creative mission by both originating works and ideas and advocating for causes dear to them.

Inspired by the Here and Now

It becomes clear Cartier’s inspiration often comes from the here and now of the world (whenever that may be) and is focused on tapping the best across all disciplines. Khatia Buniatishvili, one of the newest brand ambassadors, is a perfect example of this phenomenon. The Georgian pianist, acclaimed for her interpretations of Franz Liszt and Rachmaninoff and the headlining performer at a recent event at the newly renovated Cartier flagship, may not have been the most obvious choice for a brand ambassadorship. Though well-known and highly respected within her field, she’s still on her way toward becoming a household name.

For that, she’s appreciative of her ambassadorship: “It is surreal, but also interesting. Cartier dares to do things, to ask things, to question things. It was a risk for them to offer this opportunity to me.” Buniatishvili sees her work as an important symbol for younger creatives looking to make things in places where inequality can seem like a dealbreaker. “In the nineties, Georgia was quite cloudy. There was criminality and spotty electricity. There was no hot water— no water at all sometimes. It was completely chaotic.” Despite that, it was education that got Khatia through. “[My parents] gave the best education they could. They gave us education in languages, in music, and in general culture. I'm really grateful.”

“Cartier dares to do things, to ask things, to question things. It was a risk for them to offer this opportunity to me.”

— Khatia Buniatishvili

For Vigneron, offering the ambassadorship to Buniatishvili was a no-brainer. “We believe in the originality of the talent and interesting characters and personalities. We give them some room and they do fantastic things.” Indeed, Vigneron was able to rattle off a list of recent projects all of which were marked by their remarkable spontaneity and collaboration, some of which included Buniatishvili.

Interior of the Women's Pavilion at Expo 2020 Dubai. *Image: Cartier*

When director and actress Mélanie Laurent was tapped to create a virtual reality film concerning women for Cartier’s groundbreaking Women’s Pavilion at the Dubai Expo, she was instantly drawn to the prospect of having Buniatishvili play in the film. Discussions ensued and the collaboration happened, leading to one of the most touching and powerful scenes in the film which happened to feature Buniatishvili’s sister. Cartier’s Art Dialogues, a series of panel discussions offering fundamentally differing viewpoints within the world of art have been a forum that have spawned collaborations and thought-provoking discussions.

Es Devlin’s *Come Home Again*. *Image: PA Wire/Matt Alexander*

Open to all Mediums and Personalities

More grand gestures of creativity include the visually astounding LOVE IS ALL film, which features over twelve of the brand’s ambassadors, including Lily Collins, Willow Smith, Troye Sivan, and Buniatishvili herself. An arresting installation at London’s Tate Modern, Come Home Again coincided with the passing of Queen Elizabeth, offering a unique moment of union and celebration of life. Created by Es Devlin, the sculptural work was accompanied by London-based choral groups of the diaspora offering performances each evening at sunset within a scale model of the dome of St Paul’s Cathedral, teeming with Es Devlin’s pencil drawings.

Even the newly renovated Cartier flagship on New York City’s Fifth Avenue is a testament to the brand’s fondness for collaborations and the creation of space for exploration. Along with interior design by Laura Gonzalez, the building’s layout has been modified to be more conducive to hosting events and certain floors are dedicated to the craftsmanship and creative memories of the house.

“On the second floor, we have an installation called Living Heritage which shows some jewelry pieces from the 1920’s. Those pieces are absolutely responses to what was happening outside of the mansion at the time. Art Deco was approaching, new operas were arriving in New York. Everything was happening”, remarked Vigneron.

Khatia Buniatishvili after a performance at the Cartier Mansion in New York City. *Image: Julie Skarratt Photography*

And indeed, everything is happening at Cartier, where boundaries seem to not exist and scripts are thrown away, allowing for creativity in all forms to flourish. “You see that Cartier gives time to artists and there is a feeling of integrity and dignity.” Buniatishvili affirmed. From the sheer amount of collaborations to the spirit of curiosity, there is a certain democratization of creativity in play. Buniatishvili recalled a moment that felt especially liberating. “We were in London and I was playing in a beautiful church. After I finished, Cyrille offered me the microphone for a few words. I had no script and nothing prepared. [Cyrille] wanted to see how far I can go, how freely I could say something without preparation. It was completely unexpected.”

Creativity is Freedom

“You don’t need to push the boundaries of creativity,” explains Vigneron towards the end of our conversation. “You simply have to give artists freedom; free to be who they are.” Indeed, whether it’s a spontaneous concert in Dubai or a free-wheeling talk after a performance in London, trust is at the center of Cartier’s creative story. “Every time I say, ‘Do what you feel like playing, do what you want, with your heart and guts.’” Whether that’s Buniatishvili diving into a piece or a young artist showing for the first time, it is a visceral image, illustrating how intense and diverse the practices of creativity can be.