Masterclass: Cartier's 360 Product Photography

It is the digital flagship of the product. Serves a branding function as well - a luxury store selling best in class product should have best in class experience.

For many luxury brands it is a struggle to bring the same level of high-touch service you’d find on 5th avenue as you do online. You’re not able to try it on, look at it up close, feel the texture and see the way the light hits it. 360 photography does this in a way that even videography cannot do.

The experience of how responsive the tool is to the mouse’s movements are really impressive - as a user you feel like you are some sort of important inspector of the item.

Compare to Net a Porter - does so much more, comes a live. Also about the customer - Net a porter shows it worn on model, whereas the Cartier customer could be multiple demographics.

Trends in AI - bringing product to live. See post on chanel beauty. 360 Photography is taking it a step futher. In some ways its better when someone isn’t wearing the product as you have an easier way of envisioning it on your own wrist.

Doesn’t make sense for all types of product, but is for luxury brands where it ultimately comes down to showcasing the level of detail to highlight quality and uniqueness is important.

The important thing is that it does not replace all of their media – they still have the static photography that is very effective. It’s important to still give people what they are used to.

A note that it does take the page a ltitle longer to load, so you wouldn’t want to implement this at the expense of your site speed unless your product really calls for it.

The way that the page loads also suggests to the user how to use the functionality. it slowly rotates to face you in a very dramatic way. The module also zooms in and out nicely.

It is possible that they used CGI, lack of reflections in the product.

It is more of an investment, some companies that offer it:

https://www.alo.zone/

Watch brands, confidence, high price point.