As retailers and shoppers grow tired of the Pop-Up concept, it’s heartening to see the rise of the ‘curated space’ as a way of allowing people to soak up the stories of luxury brands, OMEGA’s new Olympic ‘House’ being a recent example.
In London this month, Hermès has installed a multi-sensory exhibition that delivers a beautifully managed tour of the brand's quirky history and 'no stone unturned' search for perfection.
As Emily Bell said recently in Pomp magazine, as the brand celebrates its 175th anniversary, “Hermès is officially old”.
However, as we all know, age is no barrier to style. Hermès ‘ Forever Leather provides the chance to experience both the touchy-feely textures and craft of the brand (including chatting to Nadja, one of Hermès artisans, in person) to interactive signatory orange boxes.
Walking through each room, visitors are hit by waves of sensory effects – the aroma of the leather, the shock of the white sand in the equestrian section – in a way that is still simple and somehow avoids being ostentatious.
Forever Leather is at 6 Burlington Gardens, London until 27th May.
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