Geneva – The Petit h fait son cinema is a new pop-up space from Hermès that draws design inspiration from Hollywood.
The Petit h fait son cinema emphasises the storytelling element of luxury retail by creating an immersive experience in which guests are taken behind the scenes of a film studio and introduced to the objects on sale as though they were the protagonists of the Hermès narrative.
The approach draws attention to the abilities of the craftspeople at Petit h Creative Lab, who turn scraps from the Hermès atelier into designer objects, portraying similarities between the magical element of their work and Hollywood films.
Guests receive a specially designed invitation that draws on different elements of the cinematic experience. The textured white envelope is reminiscent of a film screen, while the blue-toned interior evokes the blue screens used in film studios. This blue tone continues to dominate in the space itself with most surfaces covered in the colour.
Brands are moving away from the time-honoured manifestations of luxury retail design that harked back to the past, and are instead embracing a new forward-facing aesthetic that embraces technology. For more on the future of luxury, download our Luxury Futures Report 2016 here.