Case Study: Cartier creates an immersive dreamlike exhibition with Pentagram

Cartier showcases 350+ pieces with Pentagram

Cartier, the luxury jewelry and watchmaker, partnered with Pentagram to create the exhibition identity and graphics for a major new immersive exhibition at the V&A in London. The challenge was to design a graphic system that balanced expressive, archival influences with the functional necessity of framing the exhibition's often small-scale objects without distracting from them, all while supporting a dreamlike spatial narrative.

Pentagram developed a typographic system inspired by eclectic print artefacts from the Cartier archive, using a mix of typefaces to recreate a historical texture. The solution included discreet, inlaid text panels that caught the light for high visibility without distraction and a striking entrance logo cut into a wall with a hand-sanded bevel to create an optical illusion reflecting the exhibition's theme. The result was an elegant and practical set of graphics that immersed visitors in the dreamlike journey while providing clear wayfinding.

Cartier