As the planet’s holy grail of luxury shopping, brands operation in fashion’s upper echelon go the extra yard in China to further boost the voracious appetite of its denizens, and retail has proven to be an important tool. The house of Hermès already has five boutiques at key locations in Beijing, but rather than further expanding, it has revamped its outpost at China World Mall, one of the city’s most prominent hubs for luxury shopping. The boutique measures no less than 900 sqm. (9,688 sq.ft.) spread over two levels and features a new interior design and shop façade by Paris-based architecture practice and longtime collaborator RDAI. The double-height outdoor façade is captured by corrugated glass set in a bronze-coloured metal frame which is replicated by the indoor façade albeit in both glass and an equally corrugated opaque material.
The design codes are demure as all of Hermès‘ retail spaces, but see a slight infusion of colour, pastel hues to be more precise, and a collaboration with local artists has resulted in site-specific elements, such as terrazzo floors in graduated colours, and handcrafted furniture and display cases. Upon entering the store from the shopping centre, shoppers come across sections with the brand’s coveted silks, fragrances and jewellery, and near the street entrance, men’s apparel and accessories can be found, adjacent to a special lounge for bespoke orders. A double flight staircase leads up to the first floor where the new creations in the leather goods business. On the right, women’s apparel and shoes are presented, and this section comes with as well a private area and spacious fitting rooms and a V.I.P. room for the more discerning clients.
On the left, the equestrian collection is put on display, followed by watches and jewellery, all set against a backdrop of hand-painted velvet wallpaper highlighting the nature and detailed skill of these métiers. Also presented here are the home collections, featuring homewares, tableware and furniture. The various settings are dotted with carefully curated artworks, including an equestrian-inspired triptych by French artist Jean-Louis Sauvat above the staircase and an entrancing ink drawing by Chinese artist Li Xin adorns the fragrance section. In celebration of the Hermès store reopening, a selection of special objects is available, including a Coup de Fouet Tattoo silk scarf in two exclusive colours and two Kelly 25 bags with the Eperon d’Or design in leather marquetry.
Hermès
China World Mall, 1 Jianguomenwai Dajie, Shop SL1030
100004 Beijing
Telephone: +86 10 65051580
Daily 10am-9.30pm
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