Oct 8, 2025

Introduction

For the 2025 edition of Watches and Wonders in Geneva, Cartier entrusted us with reimagining their digital storytelling. The challenge: to translate the brand’s poetic craftsmanship and timeless icons into a fully immersive, interactive online experience that echoed 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 uncover Cartier’s world in unexpected ways.

Concept

At the Watches and Wonders pavilion, Cartier imagined a scenography built around the idea of alcoves, intimate, protective spaces inviting visitors into moments of wonder. Our challenge was to translate this physical intention into a digital language.

We conceived the site as a succession of immersive alcoves, each one a self-contained world inspired by a Cartier timepiece. Through the interplay of architecture, light, and materiality, we designed environments that feel both dreamlike 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 sense that the scene opens up as they engage with it. Subtle animations, atmospheric textures, and evolving compositions create a rhythm of discovery, ensuring that every space feels alive, surprising, and inexhaustible.

In this way, design and interactivity merge to recreate the sensation of stepping into Cartier’s physical alcoves: an experience of intimacy, immersion, and continual revelation.

Challenges

This project required solving challenges on multiple levels:

• Performance & Realism: achieving high-fidelity 3D rendering while ensuring smooth performance across 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 collaborators at 60fps, whose expertise and partnership were instrumental in overcoming these challenges and pushing the technical boundaries of the experience.

Sound design

In collaboration with Mooders, we created a bespoke soundscape tailored to the experience. Sound was treated not as background but as a narrative layer that enhances immersion.

Technologies

Styles: Sass preprocessor WebGL: Three.js 3D Assets: Blender Motion: GSAP Scroll manager: Leniss Audio: Web audio api

Company Info

Immersive Garden is a digital production studio based in Paris specialized in design, animation & development.