Cartier is hosting an immersive pop-up event called "INTO THE WILD" at its boutique in Ginza 2-chome, Tokyo. The event runs until Monday, November 3rd (national holiday). Upon entering the boutique, visitors are transported to a special space where they can experience the elaborate world of "Panthère" and the brand value and savoir-faire that Cartier has built up over its long history.
Photographs & Text by Chieko Tsuruoka (Chronos-Japan)
[Article published on January 29, 2025]
"INTO THE WILD" will be held at the Cartier Ginza 2-chome boutique until November 3rd.
Cartier is hosting an immersive pop-up event called "INTO THE WILD" at its Maison de Panthère boutique in Ginza 2-chome, Chuo Ward, Tokyo. The event features a program that allows visitors to fully enjoy the world of the panther, Cartier's emblem, which is the theme of the boutique this year.
This time, I attended INTO THE WILD, the boutique's first event since becoming Maison de Panthère, so readers planning to visit should refer to this article.
Event overview
[Period] Wednesday, October 22nd, 2025 to Monday, November 3rd (National Holiday)
[Time] 11:00-20:00 (last entrance at 19:00)
[Location] Maison de Panthère
Cartier Ginza 2-chome Boutique: 2-6-12 Ginza, Chuo-ku, Tokyo
【Admission charge】 Free
[How to make a reservation] Reservations are required for admission. Reservations can be made by selecting the date and time of your visit on the Cartier LINE official special site.
Official site:https://miniapp.line.me/cartier/events/intothewild
Get to know Cartier through various programs
Stepping through the door of a regular boutique in Ginza 2-chome, I found myself in a completely different world.
You are greeted by glittering ornaments hanging from the ceiling.
Not only are each ornament a leopard, but together they represent a single panther, whose shadow is projected onto the wall behind them.
The event, which begins with such a special welcome, will have six main programs. In addition to learning about how the Panthère was born and its history within Cartier's history, the program will be truly immersive, allowing visitors to see, hear, and touch Cartier's outstanding savoir-faire.
The History of Cartier and the Panthère
Here is a program to learn about the history of Cartier and the Panthère. You can watch a full-length wall-length video that covers over 100 years of history, from when the Panthère first appeared in the company's history in 1914 to the present day.
Starting with the first Panthère from 1914, the masterpieces that have been released one after another are, as stated in the video, "elegant, intuitive, and an indispensable part of Cartier's history."
Jeanne Toussaint
Have you heard of Jeanne Toussaint? She was the designer who served as creative director at Cartier for approximately 40 years from 1933. She was known as "La Panthère" herself for creating the iconic Panthère masterpieces, including the brooch released in 1948.
The program begins in the tranquil office where Toussaint created her designs. Images of Toussaint, the Paris of her time, and her many works are projected onto the entire office using projection mapping, drawing the audience into her story.
"Panthère" design code
We were invited into a mirrored space on the second floor. This program represented the design codes of the Panthère. The Panthère, which represents the pinnacle of Cartier's creativity, is imbued with strength, allure, and unwavering nobility. It is divided into three design codes: "Naturalist," "Graphic," and "Abstract," and artworks based on each code were exhibited at the venue.
The Naturalist design is based on the Panther itself, the Graphic design is based on parts of the Panther, and the Abstract design is based on abstract elements representing the Panther.
Expertise
The Savoir-Faire space showcases the skills of Cartier's artisans, which are essential to the creation of the Panthère. By bringing together experts in their respective fields, including designers, sculptors, foundries, jewellers, gemologists, lapidaries, polishers and stone setters, visitors can learn through their meticulous work how pieces that meet Cartier's high standards are created.
One of the highlights of this event is the opportunity to actually see the high jewelry that is the fruit of savoir-faire, albeit through a display.
Wild Fauna
Wild Fauna means wild animals, and this program features not only the Panther but also Cartier jewelry featuring a variety of animals.
Cartier's depictions of nature are filled with femininity, freedom, and an attitude of accepting oneself as one. This shared vision is also alive in his works that incorporate flora and fauna, expressing the ferocity of wild animals that cannot be tamed. Wild Fauna allows you to experience this side of Cartier.
Animation work "LA PANTHÈRE DE CARTIER"
The theater room set up inside the venue will screen the animated film "LA PANTHÈRE DE CARTIER," which was produced by creative partner and manga artist Naoki Urasawa, as well as some of Japan's leading actors.
The collaboration of talents from across genres has resulted in a one-of-a-kind work that embodies the Cartier spirit of Free Spirit, Individuality, Beauty, and LOVE. In addition, the venue will feature a special exhibition of Naoki Urasawa's character designs and image boards, as well as an interview video.
An event to understand the world of Cartier through the Panthère
We covered "INTO THE WILD," an immersive pop-up event being held by Cartier at its boutique, Maison de Panthère, in Ginza 2-chome, Tokyo.
The programs introduced in this article can be enjoyed with an audio guide. The audio guides are provided by actors Tomoko Yamaguchi and Yuta Tamamori. The two visited the venue the day before the event opened and experienced each program.
There will also be a space where you can touch and feel the artworks. Why not take this opportunity to immerse yourself in Cartier's history and savoir-faire through the Panthère?
