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Thumbs Up :: Strategic Alliances at Art Basel Miami: Part II
 I've written about the bad and the good strategic alliances at Art Basel Miami, and now for the "gold standard" - Cartier. As one of several initiatives, they sponsored the Cartier Dome in the Miami Beach Botanical Garden across from the Convention Center, headquarters of the fair's premier event. Inside the blue lit dome, whose centerpiece was a life-size, silver toned, hand-crafted tree, were showcases of Cartier's new Inde Mysterieuse jewelry collections, never seen before in the U.S. At a special VIP luncheon showing, elegant Cartier representatives clad in tailored black, were on hand to explain (and of course sell) the voluptuous jewels, profer branded champagne and other libations, and offer a copy of Cartier Art, a four color glossy lifestyle magazine that describes the provenance and mystery of the latest line. VIPs were invited to a lunch catered by none other than celebrity chef Daniel Boulud. The promotion was stylish, strategic, and extremely well executed. A joy to behold.
December 19, 2007
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