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The Brief
Published: 5 Feb 2018

Hermès Hong Kong: Thinking Local

Extra
Hermès

French luxury label Hermès has opened a major new store in Hong Kong this January that evokes an urban bamboo forest, reflecting local building traditions as well as back-to-nature ideals.

Dubbed the Orange Box and designed by Paris architects RDAI, the 9,167 sq ft space taps into local heritage. Copper-coloured anodised aluminium tubes resembling bamboo decorate the exterior, while real bamboo is used inside for staircases and flooring. Bamboo is familiar to Hong Kong residents as the material is traditionally used as scaffolding for buildings throughout the city.

Hermès is recognised as a prime example of a European brand working hard to adapt its message for the Chinese shopper. The luxury group has even backed the launch of a separate label with a Chinese name – Shang Xia – in which it has a majority stake.

Hermès has also calibrated its new store to appeal to Hong Kong and mainland Chinese shoppers with an emphasis on limited-edition product. Created exclusively for the opening of the store, a new series of handbags and silk scarves is adorned with handpainted designs of horses – reflecting the brand’s equestrian origins – as well as city skylines suggestive of Hong Kong.

The store also offers spaces for VIP customers, who can be looked after in discreet lounges, made flexible with openwork screens and moving partitions. It spans three floors, covering menswear, womenswear and homeware.

For more on the power of adapting to local tastes, see Local Matters: New Glocalisation Strategies and Birkenstock Box: The Glocal Pop-Up.

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