Cartier · 2022
Cartier Tokyo Lab
Creative Director · Japan / Global
A purpose-built innovation lab in Tokyo, exploring the future of luxury through technology, design, craftsmanship and human insight.
Problem
Cartier needed a permanent innovation presence in Asia that could operate at the same depth as its US and China labs, while reflecting Japan's particular strengths in craftsmanship, technology and culture. Existing structures were not built to prototype, test and scale innovation locally.
Solution
We built the Tokyo Lab from the ground up as the brand's third global innovation hub: a working space where engineers, designers and strategists develop human-centred luxury experiences, and which also feeds exhibitions, pop-ups and cultural installations across Japan.
Results
The lab established Cartier as a long-term innovation leader in the region and became a strategic engine for retail, cultural programmes and experiential work: faster experimentation, deeper local insight, closer collaboration with global teams.
01: The Lab
The facility itself: how the space was designed to make innovation a daily practice.
