Studio Toogood teamed up with the house of Hermès to launch petit h – a creative and poetic new take on the iconic Hermès brand that finds recreation in re-creation. The entire ground floor of the flagship Bond Street store was dedicated to a custom-designed Studio Toogood interior that acted as an antidote to West End slickness. In keeping with petit h’s theme of exuberant reinvention, the utilitarian white space repurposed the distinctive shapes and templates of signature Hermès bags for a series of sculptural displays in glossy leather and resin.
Meanwhile, the windows were a homage to the petit h craftsmen. A tool from each of the trades scaled up in linear neon and set against dramatic drapes assembled from offcuts and remnants of the house’s iconic silk scarves and bound together with scarlet-pigmented resin. The staff too were involved in the spirit of upcycling, delving into a special Studio Toogood dressing-up box filled with aprons, hats and other accessories – all fashioned from discarded Hermès scarves and leather goods.