By Arushi Sakhuja
A new Hermès boutique has just landed in Mumbai at Jio World Plaza, and the new store is a homage to the colours synonymous with the brand, orange. Being the second store in Mumbai and the third in India, since the brand's foray into the country in 2008 – the store celebrates The colour of Indian craft.
Upon entering the newly designed store located on the first floor of Jio World Plaza, visitors will feel like they're wandering through an artistic forest. With an unconventional design, the store's exterior is decorated with kinetic metal 3D tiles, featuring Hermès' iconic orange colour and deep jewel tones of peacock blue. The colours are meant to evoke the vibrant clouds of pigment thrown in the air during the Indian festival of Holi.
Designed by the renowned Parisian architecture agency RDAI, the Hermès store has been meticulously curated to showcase the brand's sixteen distinct crafts, or metiers, and the open store plan salon features a diverse range of products including silks, fashion jewellery, home decor, perfumes, and beauty lines. The central display area is dedicated to showcasing the brand's main speciality - watches and leather goods, which have been the hallmark of the house since its inception as a saddle maker for wealthy aristocrats and royalty in 19th-century Europe. Captivating your gaze is the artistic window display of the store by designer and filmmaker Aradhana Seth. Titled Faubourg in an Enchanted Forest, it is a marvel of design inspired by Gond art from the province of Madhya Pradesh and incorporates stories and designs from various Hermès objects.
As you step into the store, you will be greeted by a glass cabinet that holds the signature Hèrmes scarves, beautifully laid out on a modern-looking wooden cabinet. The store draws inspiration from the vibrant palette of India. Inside, a mix of earthy tones with pops of blue, inspired by Jaipur, creates an inviting atmosphere. The interior boasts a kaleidoscopic palette, with earthy tones dominating the stucco walls and stone floors, and Jaipur-inspired azure accents enlivening the Faubourg mosaic. Veneer marquetry walls made of bamboo in a deep blue colour evoke the blue houses of Jodhpur, enclosing the fashion jewellery display. The new Hèrmes boutique seamlessly blends elements of local culture inspired by Jodhpur architecture, with modern luxury. Showcasing excellent use of colours and detailed craftsmanship, the store exudes a modern and welcoming ambiance.
Moving to the layout, the store has three distinct sections: one for men, one for women, and a section for fitting rooms and a private salon situated at the rear end. These three areas are delineated by bronze arcades inspired by Indian palaces. Hand-embroidered motifs on fabric-covered walls create intimate spaces for exploring men's and women's collections. To complement the decor, the store also features curated artwork, including pieces from the Émile Hermès collection and contemporary works by renowned artists, which add to the sensory experience. The Émile Hermès collection combines naturalistic prints and illustrations with original contemporary works, such as an Indian forest by the Belgian photographer Harry Gruyaert and a painted canvas by the French painter Christian Babou, among others.
Overall, the Hermès store offers a unique shopping experience that perfectly blends art, craftsmanship, and elegance. The store's layout and design are a testament to the brand's commitment to excellence and its dedication to providing its customers with exceptional products and services.
Across the world, Hermès boutiques are renowned for their elegant and sophisticated designs, often reflecting the brand's commitment to craftsmanship and heritage. While each store is unique, they typically feature elements that showcase the brand's luxury identity and French heritage. The new boutique exemplifies Hermès' dedication to providing a sensory journey through luxury and innovation and combines boundless creativity with exceptional craftsmanship.
Hermès has been steadily expanding its presence in India, tapping into the country's growing luxury market. While India's contribution to Hermès' global sales figures may not be as significant as some other regions, it is still an important market for the brand's growth strategy. The increasing affluence of India's middle and upper classes, coupled with a growing appreciation for luxury goods, presents a significant opportunity for Hermès to expand its customer base in the country. While the French house expands its presence in the country, India has always been a part of its mood board for various projects, whether it be from the crafts of the country that the company utilises for the manufacturing of its product ranges, or the native colours and iconography that inspires it’s scarves. The new store launch is part of a larger phenomenon of luxury brands expanding their presence in the subcontinent in recent times.
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