Let’s be honest: how many of you feel out of place in a luxury store? Although I visit these regularly I still often feel awkward due, in my eyes, to the combination of rather cold (if not judgmental) staff and a store design anchored in visual codes exuding a somewhat rigid sense of exclusivity.
But times are changing: luxury shoppers and their expectations have transformed… and thankfully retailers are paying attention!
The Hermès store rue de Sèvres is a pure example of this. Granted the shopfront remains relatively “traditional”… but as I entered, I immediately felt this store would NOT make me feel out of place. The staff directly greeted me in a genuinely kind and approachable manner, and the space felt cosy and warm. I instantly fell in love with the combination of classical features on the floor and ceiling, with a striking wooden lattice wall in the shape of a wave inducing me to look and move forward. This entrance “corridor” has been very cleverly designed to build a sense of discovery by providing a small peek into what is to come.
And well, what to say about the main space? It’s simply unforgettable!
The wooden staircase taking you down to the sales floor continues the gorgeous wave aesthetic of the entrance. But more impactful are 3 magnificent cage-like structures providing individual spaces for specific products. This, combined with the original art deco pool building wall decorations, skylight and railings create an architectural masterpiece which cannot but trigger awe and deep emotions.
As I wandered through this main space, I felt the sense of luxury and exclusivity of the brand… but never once did I feel out of place. Instead the intimacy created inside the wooden structures made me feel at ease and cared for.
This feeling only grew in the secondary spaces. The service in the cafe this specific location offers was excellent, and little touches such as a logo foam design on our coffee or a tea infusion timer made it that much more memorable.
The other secondary space which left a mark is that devoted to “petit h”, Hermès’ initiative at second hand & upcycling. The design of this room, though still coherent with the brand, is completely different to that of the rest of the store. In my view, this helps to support the differentiation of the offer and makes the societal message behind it that much stronger!
I could go on and on… but being honest, this store experience is so rich and unique I struggled to write this post as I feel only a visit can do it justice!
If I did have to summarize it, however, I would say that this store makes luxury accessible through an incredibly well reflected combination of aesthetic, meaning & experience.
If you’re interested to hear more or learn how to generate in-store experiences that can trigger such strong feelings, please get in touch.
