Hermes shine in Via Montenapoleone, Milan
A new chapter in history that has linked Italy to the French house has arrived. The shop via Montenapoleone reopened. The history of Hermes began in Paris in 1837. The Maison followed a double storyline: the meticulous work of craftsmanship and that of the lifestyles of its customers. Underpinned by an unshakeable spirit of freedom and creation, Hermes shows constant sensitivity and attention to the evolutions of society and its needs.
Hermes has been present in Milan since 1947, and after ten months of restyling, the boutique becomes, with its 950sqm, the second largest boutique in Europe after Paris. Axel Dumas, President of Hermes, says, “The spirit of the 24 Faubourg is entirely transferred to 12 Via Montenapoleone. We wanted this shop to be a place for the customers to discover the novelties and a space that testifies to our shared interest in Maison’s universe. Pieces of Furniture are designed to last, whose function determines their aesthetics”. The Italian designer Luca Nichetto has specially created a showcase that interprets the theme of Hermès. An Odyssey through an installation entitled “Mythological Renaissance” depicting four mythological tales revisited in a surreal key.
A permanent staff of 60 welcomes customers to the shop, which, through the Parisian architectural firm RDAI, has succeeded in its mission of imprinting the essence of its historic building on the Milanese shop by harmonising Parisian inspirations with Milanese architecture. The journey begins at the entrance, where the Hermès ex-libris welcomes visitors with its renowned inlay. Collections of the house’s women’s silk, alongside fashion jewellery, initially attract customers who can then admire the men’s silk by the stairs and the beauty and fragrance line in a small courtyard. The house’s Hallmark is also an area dedicated to the equestrian universe, which welcomes horses and riders. Nothing is left to chance and to immerse the customer in a unique experience further. The floor is coloured with a luminous Venetian-style mix of terrazzo and ceramic tiles inspired by the designs of the Faubourg Saint-Honoré shop, drawing a perfect harmony between the historic Hermès flagship store and the Milan Fashion Quadrilateral.
The shop finds a leitmotif shape of an arch, soft and slender in its lines, which takes visitors on a journey into the universes of the other shops. During their discovery, they will be able to admire the curved lines of the staircase, which also recalls the stairs of the historic Parisian shop, here clad in pink marble with bronze railings and leather handrails. On the first floor, visitors can admire the leather goods, ready-to-wear and men’s accessories collections, and a changing room and VIP lounge. On the second floor, an ample space houses the full range of home collections and continuing; one can view a section dedicated to the fairer sex; ready-to-wear collections, footwear, watches, jewellery and a repair area.
The third and last floor allows customers to experience the expertise and craftsmanship of the French brand. The atelier houses an expert leather artisan and a tailor’s shop, while a private lounge furnished with boiserie and furniture welcomes customers with a warm and familiar atmosphere. For the occasion, a limited-edition collection is available only in the Montenapoleone shop, including a silk twill scarf, a Constance bag, a skateboard and a longboard. All are featuring the Faubourg Tropical motif and leather Gris-gris in the shape of cocktail glasses in homage to the Milanese tradition of the aperitif.
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Edit by Serena Pagano
CEO of Fashion Mentor
