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Knotstalgia: Hermès promotes ties with digital art
London – The Hermès boutique in Selfridges has unveiled 8 Ties, a digital installation by virtual arts pioneer Miguel Chevalier.
The installation includes an interactive wall projection based on the designs of the new Hermès Twill ties, which in turn were inspired by technology. The first part of the installation generates music and animation based on the movements of viewers. The sounds and graphics recall 8-bit video games, perhaps reflecting another shade of meaning in the title.
The second part of the installation is a virtual book that illustrates each of the tie designs. Ties from the collection are on sale nearby, alongside metaphorical texts written by philosopher Christine Buci-Glucksmann.
The installation is a great example of a Netstalgic retail concept that stays true to the heritage of an established brand.
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