Flâneur’s folly

Hermès Wanderland, now showing at London’s Saatchi Gallery, invites visitors on a surrealist journey through the world of Hermès. Through the integration of physical, digital and conceptual spaces the exhibition brings to life the brand’s 2015 theme, the Flâneur. ‘Flânerie is an attitude of curiosity. It’s about opening our minds and not taking anything for granted,’ says Hermès artistic director Pierre-Alexis Dumas. While moving through the 11 Parisian-themed rooms, flâneurs are plunged into a fantasy world of forgotten objects, Parisian cafés and inverted town squares, and are encouraged to open their minds, surrender to the experience and wander in the world of Hermès.

The Big Picture: Brands are increasingly looking to create experiences, tell stories and ignite consumers’ imagination, using elements of fiction and technology to enhance the story. Look to Faction Marketing and Everyday Re-enchantment for further insight.