On June 14 to 16, 2016, the Palazzo had, once again, became the center for artists when Cartier occupied the palace to introduce its latest men’s watch, Drive de Cartier. We said “occupied” because Cartier actually turned the palace into a “house;” most specifically, the house of a Drive de Cartier man.
“We are both honored and very pleased that Cartier, a name symbolic of French excellence, has chosen Florence and Pitti Uomo to present the new ‘Drive de Cartier’ watch”, says Raffaello Napoleone, CEO of Pitti Immagine. “This is important proof of how influential Pitti Immagine Uomo is on the international scene when it comes to launching special lifestyle projects both within and beyond the realm of fashion. With its extraordinary audience and its uniquely stimulating atmosphere, it is the ideal platform for launches and previews presented by the greatest names in the world.”
During the three-day event, the Drive man opened his residence to “the eclectic artists close to his heart,” including actor Édgar Ramirez, Greek artist Konstantin Kakanias and fashion journalist extraordinaire Suzy Menkes. Meanwhile, rocker Lawrence Taylor Nancy Whang from LCD Soundsystem, French pop quarter L’Impératrice and many more performed at the house to entertain the guests.
The dressing room
Conceived by the aesthete and artistic director Sergio Colantuoni, the dressing room , designed in trompe l’oeil by Konstantin Kakanias, is witty and full of humour. A casual attitude for the Drive man who does not take himself too seriously.
For the first time, luxury jeweler Cartier has set up house in Florence in Italy at the occasion of the Pitti Uomo event. An historic Palazzo, in the very heart of the city, is where the maison has chosen to introduce its Drive de Cartier cushion-shaped watch, an expression of the Cartier man’s elegance and independent spirit.
Built in 1490 by the Florentine architect Giuliano da Sangallo, the Palazzo Gondi has become, for 3 days, the Drive man’s family residence. The perfect rendezvous for his friends and friends of friends to come together in a vibrant exchange between dolce vita and celebration.
(Pictured, a representation of the Palazzo corner – drawn in trompe l’oeil by the Greek artist Konstantin Kakanias).
The Drive man’s home is a window into his private world, from the art of hosting to the art of having fun, a mirror of who he is: an aesthete and a connoisseur. The palace, the décor, the Drive man’s welcome and the eclectic artists close to his heart, all reflect his mind unfettered by convention.
The concert and DJ sets
A concert of classical music with Jean Rondeau. A guitar solo played by the rock singer Lawrence Taylor.
The resident DJ, Paul Sevigny, on the Palazzo’s rooftop. A Piano Bar with the musician and singer Nancy Whang from LCD Sound System, accompanied by her pianist Yosef Munro. Classical and electro concerts with L’Impératrice, an ultra versatile French pop quartet.
The Maison’s newest men’s watch, Drive de Cartier is known for its unique cushion-shaped case, “an expression of the Cartier man’s elegance and independent spirit.” The watch is also created with guilloché dial and blue sapphire winding crown. The case back is transparent, allowing the wearer a full view of the Manufacture Movement 1904 MC inside.