{"id":24730,"date":"2025-04-03T10:32:47","date_gmt":"2025-04-03T08:32:47","guid":{"rendered":"https:\/\/www.vmm.eu\/?p=24730"},"modified":"2025-04-03T10:35:18","modified_gmt":"2025-04-03T08:35:18","slug":"hermes-business-is-booming-its-windows-are-still-a-key-to-its-success","status":"publish","type":"post","link":"https:\/\/www.vmm.eu\/en\/hermes-business-is-booming-its-windows-are-still-a-key-to-its-success\/","title":{"rendered":"HERM\u00c8S business is booming"},"content":{"rendered":"
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Harnessing the power of illustration, artist Serban Ionescu has brought his whimsical vision to Herm\u00e8s\u2019 shop windows in Amsterdam. <\/strong><\/p>\n

Large amorphous forms in orange, green and blue loom from the Herm\u00e8s windows on Amsterdam\u2019s P.C. Hooftstraat, composing an \u2018enchanted cityscape\u2019 straight from the mind of Serban Ionescu. Known for his colourful, fantastical sculptures, Ionescu was asked by Herm\u00e8s to conceive a windowscape based on the luxury brand\u2019s 2025 theme \u2018Drawn to Craft\u2019. \u2018The Still City\u2019 installation responds by uplifting drawing as the seed for craft. It realizes Ionescu\u2019s idea of an enchanted city view, loosely inspired by Amsterdam. Juxtaposed by the store\u2019s mesmerizing glass-brick fa\u00e7ade, his sculptures stand as three-dimensional drawings, covered in paper hand-painted with watercolours. Small nooks embedded in the structures are stages for Herm\u00e8s\u2019 key products of the season.<\/p>\n

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Herm\u00e8s famously \u2018[doesn\u2019t] do marketing\u2019 \u2013 a statement reiterated by executive chairman Axel Dumas in a company earnings call earlier this month, reports Fortune. And it\u2019s proving that it doesn\u2019t really need to: the numbers reveal a \u201815% increase in 2024 revenues to \u20ac15.2 billion ($15.9 billion) in constant currency. Sales in the last three months of the year rose 18%, pushing past analyst estimates of 10% thanks to strong demand from Japan and tourists in Europe.\u2019 Few brands could catch up with the cultural cachet Herm\u00e8s boasts that factors into this success, but it doesn\u2019t mean it’s rested on its laurels, either. With each carr\u00e9 scarf, window display, store, event \u2013 and beyond \u2013 the brand puts out, it reiterates its patronage of culture and arts by working with artists, designers and craftspeople, both emerging and established.<\/p>\n

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Serban Ionescu\u2019s fantastical art is a natural fit for the Herm\u00e8sverse. The artist\u2019s use of colour, form and abstract narrative align with the brand\u2019s codes and bring a burst of spring freshness. By deepening its ties to the creative world with every venture like this, Herm\u00e8s communicates the unrelenting commitment to quality and authenticity that Dumas credits for its success. No window is too small: let even more European tourists flock.<\/p>\n

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Herm\u00e8s masterfully combines art and craftsmanship\u2014this time with a playful window installation by artist Serban Ionescu in Amsterdam. Vibrant, whimsical sculptures transform the display into an “enchanted cityscape,” showcasing how the luxury house continues to set new creative impulses.<\/p>\n","protected":false},"author":106,"featured_media":24706,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[64],"tags":[373,377,564,845,846],"class_list":["post-24730","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-project","tag-retail-design","tag-retail-design-2","tag-retail-design-en","tag-hermes","tag-hermes-en"],"acf":[],"publishpress_future_action":{"enabled":false,"date":"2026-04-19 21:26:38","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category"},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/www.vmm.eu\/en\/wp-json\/wp\/v2\/posts\/24730","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vmm.eu\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vmm.eu\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vmm.eu\/en\/wp-json\/wp\/v2\/users\/106"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vmm.eu\/en\/wp-json\/wp\/v2\/comments?post=24730"}],"version-history":[{"count":8,"href":"https:\/\/www.vmm.eu\/en\/wp-json\/wp\/v2\/posts\/24730\/revisions"}],"predecessor-version":[{"id":24903,"href":"https:\/\/www.vmm.eu\/en\/wp-json\/wp\/v2\/posts\/24730\/revisions\/24903"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vmm.eu\/en\/wp-json\/wp\/v2\/media\/24706"}],"wp:attachment":[{"href":"https:\/\/www.vmm.eu\/en\/wp-json\/wp\/v2\/media?parent=24730"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vmm.eu\/en\/wp-json\/wp\/v2\/categories?post=24730"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vmm.eu\/en\/wp-json\/wp\/v2\/tags?post=24730"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}