The French luxury house Hermès anounced yesterday their new pop-up e-store, La Maison des Carrés, which is dedicated to the world of Hermès silk. Choosing from the myriad of prints, fabrics, colors, and designs is a difficult task, but now you can do your research all in one place. Over 600 models of silk squares, shawls, twillys, and scarves will be featured on the interactive site. The new website is created by the global design firm AKQA alongside illustrator Pierre Marie and designer Bali Barret, to craft the grand exterior and intricate interiors of the house, along with a spectacularly diverse universe of characters, in an instantly recognisable style brimming with humour.
New pop-up e-store, La Maison des Carrés, with over 600 models of silk squares and iconic designs from Hermès
The site and design was conceived by women’s artistic director Bali Barret with graphic interiors by illustrator Pierre Marie. Marie has also designed scarves for Hermès in the past. The new concept features a “house”: every room inspired by silk prints, and contains an interactive surprise or cheeky element that allows the user to fully immerse themselves in the Hermès universe.
The highlights of Hermès Fall 2014 collection include prints called Zebra Pegasus, Melodie Chromatique, and La Vie Sauvage Du Texas will be available on the new e-shop. As well as other scarves inspired by the American West that are part of a new launch called the Silk Bandana Collection include Les Canyons Etoiles by Pierre Marie and Ranch by Philippe Dumas.
‘La Maison’ comes to life
The website loads with the top view of ‘La Maison’ showing the signature ‘Orange Box’ in the background with a team welcoming the visitors. There are various subtle animations in the background giving an aesthetic appeal to ‘La Maison’ and these characters/illustrations have been quite common in many Hermès interactive microsites in the past as well. ‘La Maison’ shows different rooms showcasing the collection, each room telling its own story.
When storytelling comes to life with heavy illustration and rich on details
The new website is described as "like Alice exploring Wonderland, the visitor is may wander freely around the house, going wherever their whim leads; a journey which brings with it a myriad of happy surprises and encounters."
Hermès deems the site both an online store offering an exceptionally broad range, and a place of delightful, constantly evolving experiences, telling the story of Hermès silk, "In an entertaining and unconventional way," explains Bali Barret, Artistic Director of the women's universe at Hermès. Over six hundred models of silk squares, shawls, twillys, scarves and stoles are featured on the site... With a functionality set up that means whatever the time, city, country or device; it takes just a few minutes to find the perfect scarf in three easy clicks.