2024/11 Hermés – Une journée de fête à la sellerie
Details:
Hermés
Une journée de fête à la sellerie
Fall-Winter 2024
Via Monte Napoleone 12, Milan
Review:
by Peter Hamer
december 02, 2024
Another chapter in Hermès’ visual storytelling, and once again, the brand has turned to artist Gustaf von Arbin for a beautiful display that merges tradition with unexpected creativity. Von Arbin, a long-time collaborator with the luxury brand, previously worked on Birds Eye View display in July 2022, a personal favorite, and his 2024 holiday display builds upon that impressive legacy, taking the brand’s aesthetic to even more imaginative heights.
The concept behind the new holiday display is a perfect match for both von Arbin’s artistic sensibilities and Hermès’ heritage. While horses have long been associated with Hermès, the twist here lies not in the presence of the animals themselves, but in their setting. The horses are placed in scenarios within the Hermès Paris Faubourg Saint-Honoré store, the first Hermès boutique and a historic landmark for the brand, which has remained largely unchanged for almost a century. This flagship store, a wellspring of inspiration for the brand, serves as the perfect backdrop for von Arbin’s fantastical scenes. These equestrian figures aren’t just part of a holiday window; they represent an extension of Hermès’ roots, a celebration of the brand’s legacy while looking to the future, as the spirit of this display can be felt in stores around the world, from Paris to Milan.
Rather than simply using animals for their aesthetic appeal—something many brands did this season—Hermès has woven a narrative around them, transforming typical holiday activities into surreal moments. Imagine horses sipping tea, or a group of joyful equestrians sharing a quiet break in the middle of a bustling luxury store. These characters are engaged in everyday activities that seem at once delightful and absurd, yet they fit perfectly within the context of Hermès’ brand identity. The holiday spirit is captured in a way that’s fresh and contemporary, while still staying true to the essence of the brand.
What’s utmost enjoyable about this display is its balanced creativity. The concept is both bold and controlled—something that’s often missing in many holiday window displays, which tend to prioritize show over coherence. Hermès’ holiday windows are an example of creativity that makes sense. They invite curiosity without feeling forced, creating a sense of wonder that feels natural to the brand’s identity.
A friend of mine jokingly speculated about the brainstorming session: “Can you imagine how this brief was presented? ‘And in this window, we have two cute horses drinking tea!’” It’s exactly that delightful unpredictability that makes Hermès stand apart. The brand doesn’t play by the conventional rules of holiday displays. Nothing is overtly shocking, yet there’s something undeniably exciting about how these windows communicate with everyone—from kids to grown-ups. It’s a masterstroke in brand storytelling, where the imagination of the viewer is free to roam, and the association with luxury feels just right.
In fact, Hermès seems to be playing a different game altogether when it comes to retail displays. It’s reminiscent of Haribo, yes I went there, a brand that also knows how to tap into universal emotions with playfulness and creativity. While other luxury brands may play it safe, Hermès constantly pushes boundaries, creating experiences that resonate on multiple levels. The brand’s ability to surprise, delight, and engage makes it a leader in retail display design.
As the holiday season approaches, Hermès once again proves why it continues to captivate and inspire. With this stunning new display, it’s clear that the brand is lighting up the streets in more ways than one.
