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Richemont, parent company of world-famous luxury brands like Piaget, Mont Blanc, Jaeger-LeCoultre and Cartier, wanted to create an innovative experience for their Arcadium exhibit, a popup at Hudson Yards in NYC. This would be their first multi-brand popup for consumers, so it was important it went off without a hitch. Working with the CXR.Agency team, they arrived at an idea of an immersive magic room that would showcase several brands and become the central exhibit to their popup experience.