Retail in Asia


Hermès opens the door of its Orange Box in Hong Kong

HK Landmark Prince's_Facade 06

On 11 January 2018, Hermès opened the door of its new store in Hong Kong, the original and first home in Greater China.

Located in Landmark Prince’s, within the dynamic Central district on the corner of Ice House Street and Des Voeux Road, this new destination marks a significant milestone for Hermès and is a delightful occasion to celebrate the long-standing relationship
between Hong Kong and our house.

SEE ALSO : Hermès enhances China digital game with first WeChat pop-up store

The relationship between Hermès and Hong Kong started with the first store in the city
in 1975, followed by a dynamic expansion with a current network of seven shops in key locations. The Hermès homes host outstanding events and exhibitions, whilst encouraging a constant dialogue between  craftsmanship and the effervescent local culture.

HK Landmark Prince's_Facade 02 (1)
Source : Hermès

For the opening, Axel Dumas, CEO of Hermès, welcomed the guests and walked them through the three-floor majestic Orange Box.

Designed and built by the Parisian architecture agency RDAI under the artistic direction of Denis Montel, the edifice draws its stylistic influences from local architecture.

The design is inspired by bamboo scaffolding construction techniques, the copper-coloured anodised aluminum facade asserts the rhythm and verticality of bamboo.

Eight kilometres of rectangular tubes align to form a mantle with kinetic effects. This storefront of a thousand reflections allows glimpses of a ground floor, a mezzanine level and an upper floor – three levels totalling 9,167 square feet of retail and reception space.

The aluminium facade rises a further two storeys, accentuating the presence
of Hermès at this strategic crossroads in the city. The building’s pre-existing structure – comprising numerous pillars and a low ceiling height – required the architects to draw upon their constructive prowess.

The building benefits from natural light enabled to penetrate throughout. Staircases and daylight cascade down the openings. The three floor areas have been subdivided using openwork screens and mobile partitions to create small lounges and private salons.

On the upper level, it gives way to a balcony from which the city, its skyscrapers and its double-decker tram can be admired.

The store has two entrances. The main door, located on Ice House Street, opens onto spaces dedicated to women’s silk, fragrances, and jewellery accessories.

Source : Hermès

The second entrance, on Des Voeux Road, leads to the men’s universe, with silk, shoes, leather goods, ready-to-wear and a private lounge for made-to measure. The mezzanine is formed of a succession of alcoves on either side of the central space, offering an exclusive setting for jewellery. It is home to the women’s universe, with ready-to-wear, gloves, hats, watches, leather goods, and even a powder lounge, a precious and private boudoir.

The upper floor accommodates the home universe: furniture, lighting, furnishing fabrics and wallpapers, tableware, and offers guests a lounge where to enjoy the comfort of Hermès home.

HK Landmark Prince's_1 Floor 04
Source : Hermès

The floor, in mosaic on the ground floor and bamboo parquet elsewhere, is in places covered with rugs that incorporate the pattern of bamboo fibres.

HK Landmark Prince's_1 Floor 03
Source : Hermès

The interior design features lacquered wood, leather, stucco, marble, and woven metal. A palette of warm colours ranging from the sandy hue of the women’s universe to the burnt wood shade of the men’s universe. Elements in champagne-coloured woven metal subdivide the spaces.

The extensive use of glass on both façades suffuses the store with golden light. Filtered by a forest of bamboo in the heart of the urban jungle, it allows a sophisticated nature to regain its rights and powers. In an ultimate act of celebration, Hermès has invited the French duo of artists ZIM & ZOU to transform the store windows with delicate humour into enchanted paper castles.

The opening was followed by a party in the West Kowloon Cultural District of Hong Kong to link Hermès to the local artistic culture.

SEE ALSO : Hermès opens world-first ‘Through The Walls’ retail concept in Singapore

The Orange Box of Hermès is an interwoven space of the brand heritage. It is a celebration of art and craftsmaship, which stands out for its delicate and warm colours. While walking through the three floor, the retail space resembles an art gallery and the products are showcased as if they were artworks to be appreciated more than purchased.

Isn’t it the image of luxury we all have depicted in our mind and that today seems to be lost?

Retail in Asia toasts to Hermès’ timeless way to remain relevant in the contemporary retail landscape.

For more photos about the event check our Instagram account