Pop-up luxury

By Rhiannon McGregor 31 : 10 : 2016 Hermès : Nordstrom : Pop-up

Seattle – Luxury fashion house Hermès is increasing its reach with a new retail space in Nordstrom’s flagship department store.

The pop-up shop is designed to appeal to a younger demographic
Unlike Hermès’ usual stores, where the products are housed in glass showcases, the emphasis in the pop-up shop is on touch

With jewellery hanging from magnetic wall partitions, mirrored surfaces and scarves stretched across moveable racks, the focus at Nordstrom Welcome Hermès is on all things tactile, encouraging consumers to feel the luxurious nature of the materials before they buy.

Designed by Robert Storey of creative agency StoreyStudio, the focal point is a central inner space formed from a colourful collection of hanging silk strands. The display will include both men’s and women’s accessories, and will offer a modified version of its jewellery collection.

The pop-up space, which will be open in the Nordstrom store until the end of 2017, is a first for both Hermès, which has never had a pop-up in a department store, and Nordstrom, which has not hosted such a high-end luxury fashion brand in its Space at Nordstrom since it was launched in 2015.