At Dubai’s Expo 2020, scheduled to open on October 20, Cartier will be welcoming attendees to the international fair in an intentional, stand-alone pavilion that will stand as a platform for female empowerment. 

“Cartier is coming to the world Expo as a voice,” president of Cartier International Cyrille Vigneron said in a statement. “We will not be talking about products, but about women and the universal values that define who we are. 

This year, the Expo boasts the theme “Connecting Minds, Creating the Future,” a mantra by which Cartier aims to instill within their brand identity as they establish connections in one of the several national pavilions. An entirely separate area called the Sustainability District will house Cartier’s progressive presentation alongside several other thematic set-ups across the Expo. 

Cartier’s announcement continued, stating that in an effort “to inspire and empower global citizens to create a better future for women,” their presentation will be created to display “the impact that women of all cultures have had across time, focusing on both known and lesser-known achievements.”

In closing, Vigneron states, “Luxury brands are global citizens and must be anchored in the real world. Everyone must bring a stone to build a new future.”