Cartier x Istituto Marangoni London
Heritage and the new generation:
Reimagining Cartier’s legacy for a new generation of global audience
Thanks to its unique partnership with the renowned luxury brand Cartier, Istituto Marangoni Group launched its first cross-school project, bringing together six Istituto Marangoni schools and more than 300 students. The London school joined the initiative with students from the MBA Digital Transformation and Leadership for Fashion course. The project explored how Cartier’s rich heritage can be reinterpreted for new generations through contemporary and innovative storytelling.
REIMAGINING CARTIER’S LEGACY FOR A GLOBAL NEW GENERATION AUDIENCE
As part of Istituto Marangoni Group’s first cross-school collaboration with Cartier, MBA students from the London school explored how the Maison can communicate its rich heritage to a new generation of global audiences. Through research and creative development, students investigated how Cartier’s legacy of craftsmanship, timeless design, and cultural influence can be reinterpreted in ways that resonate with younger generations such as Gen Z and Gen Alpha.
The project focused on developing contemporary storytelling strategies that preserve Cartier’s authenticity while embracing new cultural perspectives. Students proposed innovative concepts across digital, editorial, experiential, and interactive platforms, creating narratives that connect the brand’s historic identity with the expectations and values of today’s and future audiences.
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REIMAGINING HERITAGE THROUGH CONTEMPORARY STORYTELLING
At the heart of the project was the development of creative storytelling strategies that communicate Cartier’s history through contemporary formats. Today’s audiences, particularly Gen Z and Gen Alpha, engage with brands through immersive, visual, and interactive experiences.
The project explored storytelling approaches across digital, editorial, and experiential platforms, from interactive web narratives and digital archives to visual campaigns and immersive brand experiences. By combining historical storytelling with contemporary cultural perspectives, these strategies aimed to create emotional connections while preserving Cartier’s authenticity and heritage.
Reinterpreting Cartier’s legacy for new global generations
Storytelling across immersive, editorial and interactive platforms
Connecting craftsmanship, history and contemporary audience perspectives
CARTIER’S LEGACY AND CULTURAL INFLUENCE
Cartier’s legacy is deeply connected to culture, royalty, and artistic innovation. Figures like Jeanne Toussaint, Cartier’s legendary creative director known as “La Panthère”, shaped the Maison’s distinctive aesthetic and introduced the iconic panther symbol. Exploring this heritage through a cross-school collaboration encouraged students to reinterpret Cartier’s legacy for a global digital audience while inspiring new generations.