Petit H by Hermès, NYC
91 Madison Ave, New York, NY 10065
Over the holiday season, Hermès’ Madison Avenue store in NYC was transformed into the petit h Holiday Factory, a space displaying one of a kind original items hand-crafted to the inimitable standards of the high-end brand. The pop-up marked the first time that the iconic petit h ‘upcycling’ laboratory, based in Paris, had travelled to New York.
Working to sketches imagined by Alexandre Mussard, an Hermès family member, DML and Checkland Kindleysides designed a cheery, whimsical retail space styled after a luxury abstraction of the advent calendar.
Checkland Kindleysides created a dreamy, seasonal pop-up to showcase Hermès’ world-renowned emphasis on craft.
Six interactive window displays counted down the December days, presenting objects from the collection in advent fashion; above them, a ‘starry night’ decal evoked a magical winter wonderland effect. The interior design combined upmarket enjoyment with artisanal beauty, unfalteringly conveying the brand’s commitment to perfection and craft.
An installation of levers and pulleys in gold leather activated an animated film set to a score of workshop percussive noises, for example, and the brand’s iconic flying teapot emblem hovered deconstructed overhead, representing the complex, individual components comprising each petit h item.
Iconic Hermès silk scarves and textiles were playfully presented on custom hangers, while jewellery and homewares items were housed within handcrafted spaces lit from within. Visitors could also create their own one-of-a-kind petit h-inspired seasonal items under the watchful eye of a petit h designer, or take branded petit h selfies to share on social media.