Introduction
For the 2025 edition of Watches and Wonders in Geneva, Cartier entrusted us with the reinterpretation of their digital stories. The challenge: translate the brand’s poetic craftsmanship and timeless icons into a fully immersive, interactive online experience that reflects the grandeur of the physical exhibition space.
The result is a journey through six unique 3D scenes, each inspired by one of Cartier’s emblematic watches. The experience is not only contemplative, but also interactive, with hidden gestures that reward curiosity and allow the audience to discover the world of Cartier in unexpected ways.
Concept
In the Watches and Wonders pavilion, Cartier envisioned a scenography built around the idea of alcoves, intimate, protective spaces that invite visitors to moments of wonder. Our challenge was to translate this physical intention into a digital language.
We conceived the location as a sequence of immersive alcoves, each a self-contained world inspired by a Cartier timepiece. Through the interplay of architecture, light and materiality, we have designed environments that feel both dreamy and enveloping, where users are not just observers but participants.
Interactivity was central to this translation. Each alcove invites exploration and responds to hidden gestures, giving users the feeling that the scene is opening up as they interact with it. Subtle animations, atmospheric textures and evolving compositions create a rhythm of discovery, making every space feel alive, surprising and inexhaustible.
In this way, design and interactivity merge to create the feeling of stepping into the physical niches of Cartier: an experience of intimacy, immersion and continuous revelation.
Challenges
This project required solving challenges at multiple levels:
- Performance and Realism: Achieve high-fidelity 3D display while ensuring smooth performance on all devices.
- Narrative consistency: giving each scene a unique identity while maintaining a cohesive Cartier universe.
- Hidden Interactions: Designing gestures that felt intuitive and rewarding without ever disrupting the fluidity of the experience.
We are grateful to our employees at 60fps, whose expertise and partnership have been instrumental in overcoming these challenges and pushing the technical boundaries of the experience.
Sound design
In collaboration with Mooders, we created a tailor-made soundscape tailored to the experience. Sound was not treated as background, but as a narrative layer that enhances immersion.
Technologies
Styles: Sass preprocessor
WebGL: Three.js
3D assets: Blender
Movement: Gsap
Scroll manager: Lenis
Audio: Webaudio api
Company information
Immersive Garden is a digital production studio based in Paris, specialized in design, animation and development.
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