Fondation Cartier pour l'art contemporain - Trees VR experience
In the spring of 2021, we were honored to have worked with Cartier to create the VR experience of Trees, a major exhibition of Fondation Cartier pour l'art contemporain.
Originally presented in Paris in 2019, from June to October of this year Trees was presented at the PSA museum of Shanghai.
Photos of the offline exhibition (at the Power Station of Art):
The exhibition Trees invites the audience to meditate on these enigmatic giants as fundamental living beings of our shared world.
In 2018, long before the metaverse was mainstream news, Cartier China pioneered in creating virtual worlds in the luxury industry and chose us as its partner to create the Virtual experience of the exhibition Fondation Cartier pour l’art contemporain: A Beautiful Elsewhere. From there on a very fruitful collaboration has created many different virtual reality experience and the creation of virtual worlds, from the award winning Santos VR game to the Beyond Boundaries exhibition VR experience.
In the VR experience of the exhibition Trees artists, scientists, architects, shamans, and philosophers invite us to reinvent a way of being in the world reconsidering and retrieving our modest place among living things.
Our VR experience starts with an introduction to the world of trees, then the user enters the main hall with the recreation of all the exhibition with more than 200 pieces of art and videos and finally the users have the opportunity to experience an interactive urban corner where they can plant trees in a park in Shanghai and raise awareness of the importance of trees in the urban environment.
The experience was installed in Cartier boutiques at Shanghai, Shenzhen and Beijing and enjoyed a very warm reception from the audience.
Creation process
Early stage 3D space concept:
Artist info card UI designs:
Artist - Fabrice Hyber's artwork:
3D model of Fabrice Hyber's artwork:
Comparison between finished 3D (left) and the physical artwork (right):
Comparison between finished 3D of Stefano Boeri's artwork (left) and the physical artwork (right):
3D model of the Wukong mansion:
Finished space models:
3D rendering of the interactive game "City Corner":
Concept design + map design for mobile H5 version:
Mobile H5 version map viewpoints design:
Finished look of mobile H5 version:
Experience area in Cartier store in Shanghai K11:
The Trees exhibition - VR experience, has been awarded at the Hermes Creative awards as well as the Muse awards.
At the Hermes Creative awards it won the platinum award in the category of VR and interactive.
At the Muse awards our Trees exhibition - VR experience won gold for the category Virtual Reality and silver for both Experiential & Immersive and In-store experiences.
Hermes Creative Awards, administered by the American Association of Marketing and Communication Professionals (AMCP), is an international competition for creative professionals involved in the concept, writing, and design of traditional and emerging media. Hermes Creative Awards recognizes outstanding work in the industry while promoting the philanthropic nature of marketing and communication professionals.
At its core, MUSE Creative Awards, created by the International Awards Associate (IAA), is an international competition for creative professionals who inspire others to greater heights. With their concepts, ideas or designs, these creatives light a fire in others to strive further, thus becoming a muse.
