The values I proposed to transmit are:
Time, life, past
The first step was to establish a dialogue:
Hermés as a beam of light
Incorporating artisanal, hand crafted values, and opening a door to fantasy and artistry
... and leaving a space to wonder
MADRID 27/ 11/2002
I thought about the installlation as a storytelling script, playing with the influence of the objects, evoking the child´s magical thinking
...with a blink of humour: luxury in a domestic environment... for a Hermés store is a bourgeois neighbourhood in Barcelona
Create is comunicate, and the message has context: the opening of the Madrid store in 2004 were the epicentrum of the real estate construction boom
... and Valencia was about to inaugurate the AVE (high speed train)
through art, we are able to connect with the world os desires...
... and create the perfect framework
sometimes, we have to remember that a brand is a brand is a...
... either by day or by night
but even the oldest traditions can be reviewed in a contemporary language
perfect time to buy a Hermés scarf, or a shoe!