By Rebecca Ceccatelli. Photographs by Neri Oddo and Gabriele Busi.

You wake up. You discover you’re the next window designer for Cartier in Florence. An international Italian photographer like Maurizio Galimberti will collaborate with you, together with important professionals in the field who are there to support your work. You must be dreaming, right? After rubbing your eyes, you realise that the new Discycling project at your school is totally real. 
The students of Istituto Marangoni Firenze have once again been entrusted with a project of majestic proportions. Ranging from the art world to the realm of fashion, this time, they created something that is sure to catch all eyes.
During Pitti Uomo 105, not only models and visitors graced the city of Florence in the early days of 2024, but also boutiques and its windows have donned their finest attire, ready to be admired by those with a keen eye. Spoiler alert: Marangoni students have known about this for months, and they are now excited to present Florence with the stunning dress they sewed for the Cartier boutique.
If you’re wondering how we ended up in this situation, here are some highlights from our backstage! 

Cartier, a spirit of devotion to jewellery

Cartier, Cartier! A timeless and unstoppable celebration of love, beauty and individuality. Who better than them knows how to delight free-spirited people of character and elegance? 
Cartier has been a symbol of progress, innovation, and iconic designs for over a hundred years. It’s no surprise that people from around the world have been drawn to the curves of the necklaces and the squared lines of certain watches for just as long. 
The brand recently collaborated with Istituto Marangoni Firenze precisely to continue honouring these feelings. In the second edition of Discycling, an initiative centred around industrial projects that give a second life to materials no longer used by fashion houses, the Florentine campus had the opportunity to unleash its creativity, involving Arts Curating, Multimedia Arts, and Fashion Styling students in the creation of an innovative window display for the store. 
The students’ creativity and innovation resulted in the development of three distinct concepts, each carefully studied and presented to Cartier’s creative directors. One of the concepts, L’amore muove il tempo, was chosen to embody the spirit of the brand and the essence of the project, which involved repurposing materials from the company’s warehouses. This romantic story, much like that of Dante and Beatrice, now brings Via degli Strozzi to life through three iconic watches: Santos de Cartier, Tank, and Balloon Bleu de Cartier.

From theory to practice

What happens when we try to catch the attention of a luxury brand like Cartier, seeking to enter its universe? Both theory and practice are equally important in achieving successful outcomes. A careful analysis of different concepts is half of the work. However, it is when actions are taken that crucial decisions are made, decisions that can often reverse the outcome.
Once the ideas were developed, what brought each concept to life was its initial digital realisation, followed by subsequent initial tests on materials to confirm feasibility. 
Sketches and 3D renderings allowed for the organisation of the elements in the actual dimensions of Cartier storefronts, making the desired effects more tangible and contributing to the convincing nature of the projects. Then, to dispel any doubt, initial tints were applied to metals, and structures from old Cartier settings began to serve as the skeleton for sculptures covered in leather, all created as much as possible using the provided materials. 
The result was astounding. It was proven that it was entirely possible to breathe new life into what was once thought destined for destruction. This is a commendable example of sustainability intertwined with the worlds of luxury and art. 

Doing everything alone? No, thanks. Two minds are better than one

It is not enough to have a good idea to create a successful project! Indeed, the way industry professionals support the students in developing the concept is essential. Working on Cartier projects meant that not only tutors were always there for feedback and advice, but actual designers also contributed to the creation of our storefronts. 

We owe a special thanks to Daniele Veronesi, an experienced window designer who provided us with useful insights into materials and the way they would react to each other. He also stimulated the students’ creativity and pushed them to their limits. We would also like to extend our gratitude to Pardgroup, a company that supports the design, production, and installation of windows. They meticulously handled the technical aspects of “L’amore muove il tempo”.
Lastly, without a doubt, we want to express our deep gratitude to Maurizio Galimberti, a renowned photographer of our times who contributed to creating the storefront backgrounds, adding a touch of elegance and modernity to each of them.
It’s amazing to think that the windows we used to see our reflections in on our way to school have now become our exhibition space!