Future of the luxury market is in the Far East or more specifically in China, ask any marketing guru they will confirm it for you. Hermès for one has known this for some time and expanding its presence in China since late 1990’s. Hermès have finally opened the doors to their fifth global Maison on September 12 with much celebrations in Shanghai. Located in a renovated 20th century four-story heritage building on 217, Huaiahi Road in the Huangpu district, the store is spread over three floors with the top floor reserved as exhibition space. The display room is currently home to Philipe Dumas curated “The Hermès Horse” exhibition. The store has a total of 1174 square-meters of space, a pitched roof and a garden.
The building, a former police precinct in the former French Concession is chosen for its aesthetics as well for the historic significance. “For us, it’s very important that (the Maison) is an aesthetic statement. We believe this historic building is one of a kind,” said Hermes’ CEO Axel Dumas. Interiors of the store was designed by Denis Montel of RDAI. The flagship is expected to carry a substantial collection of limited-edition products.
For a company that had its beginnings 177 years ago as a maker of saddles and harnesses, opening its flagship store on this Chinese Year of the Horse is sure to bring some luck, at least the company is betting on it. Evidence of it can be seen on the south side of the terracotta roof, a Hermès firework-maker on horseback sits there. And another sign is Maison’s Chinese name “Ai-ma-shi”, which translates as “horse-loving gentleman”.
Source: China Daily