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Flexible LED display PROTOTYPE for concept store Cartier

Flexible LED display PROTOTYPE for concept store Cartier

Flexible led display prototype for cartier

Client : Flexible led display prototype for cartier

Cartier International SNC, or simply Cartier, is a French luxury goods conglomerate which designs, manufactures, distributes, and sells jewellery and watches. Founded by Louis-François Cartier in Paris in 1847, the company remained under family control until 1964. The company maintains its headquarters in Paris, although it is a wholly owned subsidiary of the Swiss Richemont Group. Cartier operates more than 200 stores in 125 countries, with three Temples (Historical Maison) in London, New York, and Paris.

Et Si communication is a creative and digital agency based in Paris.

Byzance world is a luxury agency dedicated to customer experience. They design intuitive and multisensory experiences within the customer journey which renew the product discovery stage, creating value and bring a more emotional engagement to benefit both brands and clients. They are both experts in interactive installations and digital experiences.

Context / environment

For the opening of new shops in Paris, Doha, Hong Kong Cartier was working on prototyping furniture that would integrate LED screen displays there.

Byzance world and Et Si Communication were the 2 digital and creative agencies involved in this integration project.

They contacted Street Co’ to help design the LED flexible display that would fit right behind the furniture of the new concept store of Cartier.

The client shared CAD drawings of the floor plan and the main objective was to use LED displays to embellish and present the product while creating a ‘Feel at home’ type of atmosphere by displaying content that would fit perfectly the rest of the shop’s design.

The client would advertise products and news about the brand in a very soft and non-aggressive style.

The brief was simple and straightforward:

‘What is the best product to create a High-definition flexible LED display behind the furniture?’

They also wanted to set themselves apart from all the ‘Deja vu’ concept luxury concept store.

Et Si communication was the company contracted to project manage the digital installation of the complete store. Street co worked closely with them to accomplish the project.

The brief was simple and straightforward:

‘What is the best product to create a High-definition flexible LED display at the entrance?’

They also wanted to set themselves apart from all the ‘Deja vu’ luxury concept store.

Solution : Flexible led display prototype for concept store

Street Co’ has provided the full turn key solution by being involved in both

  • Consultation on finding the best-suited hardware that fit both budget and end-customer requirements
  • Engineering of the installation
  • Logistic, transportation and planning
  • On-site installation
  • Programming

We have taken the bigger curved angle of the furniture and built a prototype to test the feasibility of the product for the customer.

The full shop would be 8.5 sqm and the prototyping would be 2.15sqm.

Flexible led display prototype
for cartier

Materials & laboUr

Pitch 2.6 / Flexible indoor-UVW

  • Cabinet size: W1000xH325x Radius: 1480
  • Cabinet qty: 16pcs
  • Flex Module Indoor LED Screen
  • Pixel Pitch:2.6mm
  • LED Config: SMD 2020 LED lamps from Nationstar
  • Brightness: 1000nits/m2
  • Refresh rate: ≥3000Hz(MBI5252)
  • Scan rate:1/13
  • Total of 13 sqm
  • We used 13 circuits lines
  • 2 Signal input One working as back up and one as a main signal
  • The control system use a Nova TB6
  • LED Model Goldenwire
  • 920k px

The following steps took place:

  1. Design construction plans of the product and installation system/solution. Our team of LED product designers and engineer came up with stability calculations, 3D models, execution drawings and few safe and convenient options based on the ceiling structure shared with us
  2. Design of the fixation solution system that will take into account the weight of the LED and the capability of the furniture
  3. LED modules manufacturing. The modules will be specifically designed and manufactured for the furniture.
  4. Pre-assembly of LED modules at warehouse
  5. In-warehouse testing
  6. Product and solution adjustment if necessary
  7. Production and manufacturing
  8. Transport and delivery onsite
  9. On-site installation

It took 3 days to install the prototype screen with a crew of 3 staff.


The main challenge was the installation processes including

  • Alignement
  • integration of the modules
  • size of the cabinet

FOR a concept store

Cartier is a Luxury brand working with high standards.

Having a flush and curved LED wall of high definition and high pixel density could be a challenge.

Cartier has considered this installation to be great but not to the standards to their new concept store.

It would have worked for a low-resolution type of video content but not in this particular context.


  • Engineering CAD / 3D / Solid works
  • Installation
  • Prototyping
  • Interior Design
  • Technology System Design
  • Revenue & Sales Strategy
  • User Experience


  • Date: 2018

  • Location: Paris, France

  • Status: COMPLETED

  • Commisioned by: Byzance world

  • Client: Cartier

  • Team: Street Co’ Paris + Street Co’ Shenzhen


FOR CARTIER Connexion Diagram



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