Projection, immersion and narrative: A review of the Cartier exhibition at the V&A

The Cartier exhibition at the Victoria and Albert Museum, London, showcases over 350 pieces of jewellery and watches, highlighting the brand’s nearly two-century-long history of craftsmanship, innovation and international influence. This study examines the exhibition from the perspective of immersive display design, focusing on how projection technology mediates the relationship between visitors and physical objects. Through a qualitative analysis of three key exhibition spaces – A Philosophy of Design, Masters of Invention and Constant Reinvention – the research investigates the varying roles of projections, from auxiliary atmospheric elements to narrative centrepieces. Findings indicate that projections enhance emotional engagement, spatial perception and storytelling, while complementing rather than replacing physical exhibits. This study contributes to the understanding of immersive exhibition strategies by demonstrating how digital media can be integrated with material culture to enrich audience experience and convey complex brand narratives.