Activation Commerciale

(Author :  Inside Retail Hong Kong)
A giant orange box on the street corner of Landmark Prince’s in Central has been unwrapped to reveal the new Hermes Hong Kong flagship store.

Hermes Hong Kong unveils Central flagship

Covering 9170sqft (850sqm) over three storeys, the store offers silk items, leather goods, fragrances, jewellery, furniture, watches and a private lounge for made-to-measure garments.

“We really wanted something special in Hong Kong,” says Hermes CEO Axel Dumas. “It was really difficult to find a place, and the business is more complicated in Hong Kong because we decided to take such a big place, but we believe in the future of Hong Kong very strongly.”

As with all Hermes stores worldwide, the Hong Kong flagship was designed and created by Parisian agency RDAI under the artistic direction of Denis Montel. It features a three-dimensional vertical façade inspired by the traditional bamboo scaffolding used in Hong Kong construction. Montel gave the bamboo slats a modern interpretation that allows natural light to enter and brighten the store.

“I asked the architect is to do something local, something unique, something bespoke for the country to create emotion for our clients,” says Dumas.

With the main entrance on Ice House Street and a second entrance on Des Voeux Road, the corner has a two-storey window in which there is an special opening installation from French artists Zim & Zou featuring paper castles. Customers entering the store are greeted by colourful scarves and silk collections, with perfume on one side and fashion jewellery on the other. Deeper in is the men’s universe, with leather to the left and ready-to-wear to the right, facing a shoe area.

Hermes Hong Kong unveils Central flagship1

Up the bamboo staircase to the mezzanine floor is the women’s universe, along with jewellery accessories, the watch department and the L’ecrin VIP room for jewellery. The third floor is devoted to Hermes Maison, with home decor, furniture, a dining area laid out with tableware, and even a Hermes foosball table which customers are welcome to play.

To celebrate the opening Hermes has released a limited-edition Malice collection of small handbags featuring graphic illustrations of Hong Kong icons like the city skyline, a birdcage and rolling dice. The French luxury goods brand opened its first Hong Kong store in 1975, its first step into Greater China. It now has 40 stores in Hong Kong, Mainland China and Taiwan.

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(Author : Retail in Asia)
Hermès has opened ‘Through The Walls’, an immersive exhibition of the French luxury label’s home universe created especially for Singapore.

Hermès opens world-first ‘Through The Walls’ retail concept in Singapore

Showing at Hermès’ Liat Towers flagship store on Orchard Road, the world-first Hermès home exhibition will run from 7 to 29 October 2017. In a bid to showcase its new collections for the home, under the artistic direction of Charlotte Macaux Perelman and Alexis Fabry, Hermès has tapped Parisian architecture to conceptualize the sleek space in Singapore. The new outfit reflects the new line’s “functionality and beauty, rigour and fantasy,” an extension that hopes to resonate with Asian clients. As such, the Hermès Singapore flagship has undertaken a striking reinvention, allowing customers to become fixated on furniture, and actually touch and feel the homewares.

“Through the Walls is an installation that sees spaces metamorphosed: architecture within architecture, a home within a home; the store becomes a place to live,” explained the Paris house, in a press release. As well as retailing the interiors pieces – which include exquisitely crafted tableware, handcrafted wooden furniture pieces, and wrought leather accessories, and bespoke items such as a scarf cabinet, wallpaper and lighting – Through The Walls will also offer interactive workshops organised and available to the public.

Marking the new collection and pop-up, Hermès has also released a short film on its website. Entitled “Poetics Mechanics,” it features the brand’s objects in a personified manner, highlighting the form, material and function of each piece.

This new homeware focus comes on the back of the Hermes’ store revamp in 2016. Reopened in May 2017, clients are now privy to a much bigger space, with a devotion to furniture and home accessories. The sudden focus on home lines has been sweeping luxury retail in recent weeks.

This month, Gucci announced and launched its first-ever homewares collection, while New York jewellery Tiffany & Co. will unveil its first home collections under its new artistic director, this November.

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(Author : retail design blog)
Fotis Evans bridges the architecture and design worlds in the Madison Avenue Hermès window displays, combining the raw urban aesthetic of Manhattan with physics-defying surrealism.

Hermès window displays

Evans uses sculptural furniture to fabricate an alternate reality that mirrors the city streets outside, featuring architectural volumes constructed and cut out from aged and stained materials such as bricks, concrete, brass beams, rusted steel and blackened iron. Fotis Evans works with Dadaist and surrealist techniques like bulletism, collage and fumage to propose a new sculptural furniture world of cabinets and dressers.

Hermès window displays1

The structures themselves challenge the laws of physics by balancing and hanging at odd angles. Mirrored stainless-steel details interact with products displayed in the installations and with the clamour of the infinite movement on Madison Avenue, echoing the Hermès tradition of translating design details from one métier to another – like horse-saddle straps, ropes, rings, and stirrups – which can be found incorporated in the brand’s handbags, scarves, belts, and jewelry.

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(Author : retail design blog)
It’s your last chance to marvel at the window installations of Stephanie Quayle [1982] at Maison Hermès Ginza, the Japanese flagship store and headquarters of the French luxury house in Tokyo.

Maison Hermès Ginza window installations

Following her graduadion from London’s Royal College of art in 2007, Quayle began to create a body of predominantly figurative exotic creatures, first by spontaneously drawing them, and then proceeding by using clay and plaster.

Maison Hermès Ginza window installations1

The current showcase at Maison Hermès Ginza, entitle urban jungle, presents a wide range of these cunningly realistic sculptures. All monkeys, a large terracotta orang utan sits on a trunk and gazes onto the bustling cityscape. In the large window, a group of monkeys are huddled cozily together, and seem less deterred by what’s going on around them. The installations are interspersed with a variety of items from Hermès’ extensive a/w 2017 collection.

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Hermes store

(Author :  retail design blog)
Experimentation was the core concept of this Seattle based project. We challenged the consumer perspective by creating new ways to display product whilst integrating interactive moments throughout.


Adopting complementary hues from the collection allowed us to elevate the structures with colour, while leaving large expanses of white to showcase the Hermes silks and accessories. Diverting away from the typically rigid nature of retail through curved lines and cut-outs, we re-worked the traditional accessory display into new formations allowing the products to become sculptures in themselves.



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(Auteur : F.Bergé)
La maison de luxe propose à ses célèbres carrés de soie vieillis par le temps, une nouvelle jeunesse. Des mini-laveries itinérantes destinées à les surteindre en bleu jeans ou rose fuschia, passeront par Paris, Strasbourg ou Amsterdam, Munich ou Bordeaux.


Hermès invente le bain de jouvence destiné à ses emblématiques carrés de soie, devenus au fil des ans un des symboles du chic français. Le sellier-maroquinier du Faubourg Saint-Honoré a choisi comme première étape en France, la ville de Strasbourg qui accueillera du 7 au 15 octobre son “HermèsMatic” (en allusion au lavomatique, NDLR) dans un espace de 70 m2 au coeur de la vieille ville.

“Aucun bain ne se ressemble” car tout “est une question de dosage, d’action et de réaction”, affirme la maison de luxe qui prévoit de transposer de manière simultanée le même événement gratuit à Munich et Amsterdam, puis à Bordeaux au mois de novembre 2016. Un “HermèsMatic” à Paris, capitale de la mode, est prévue pour le premier semestre 2017.

Il faudra 48 heures pour récupérer son carré “renové”
Hermès, qui a l’intention par ce biais de conquérir de nouveaux clients, notamment des publics plus jeunes, mettra en vente des carrés surteints “avec des dessins emblématiques issus des archives de la maison” dans ces laveries éphémères. Ses carrés fêteront en 2017 leur 80ème anniversaire.

Tous les carrés de soie sont transformables. Il suffira de choisir sa machine en fonction de la couleur sélectionnée, soit bleu jeans ou rose fuschia, puis de passer le foulard, une fois rincé, au sèche-linge. Il faudra ensuite attendre “quarante-huit heures” pour faire “prendre un nouveau départ” aux carrés de soie, grands classiques de la marque fabriqués dans la région lyonnaise depuis 1937.

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(Author : retail design blog)
Japanese design firm Nendo has recently developed several window displays for the newly renovated Hermés boutiques in Sogo Yokohama and Takashimaya Tokyo department stores located in Japan.

Hermés windows by Nendo, Japan

The forest of trees is segmented throughout the space to create views that seem to appear and disappear into the background. The display tables provide bright hues of color against the branch like figures in white and brown providing depth within the small vitrine. The sensation of contradictions and depth warp the vision of individuals passing by.

Hermés windows by Nendo, Japan1

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