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For the coming summer season, the Hermès flagship store in Amsterdam has once again engaged with a talented Dutch creative—set designer and creative director Marcel van Doorn. Based in the Dutch capital and Paris, Van Doorn adds a new visual narrative to Hermès‘ current Spirit of the Faubourg theme with colour-infused, intricately constructed window installations. The installations comprise multiple paper disks – some are even rotating, adding more visual dynamic – which are a nod to the realm of early praxinoscopes, items which happen to be part of Hermès‘ extensive archive. Entrenched in the window settings are not only playful mechanical elements which emphasise their intricate construction, but also a curated selection of Hermès items, such as a beautifully illustrated Remote Office Twillbi necktie and elegant Illusion wedge sandals, adorned with façades of rue du Faubourg. A canopy of fantastical shapes from Van Doorn’s fictional universe hovers over the settings, spawned from kinetic art and also beautifully intertwined with visual narrative (on through August). ©

Designed by Marcel van Doorn
Images © Hermès
Photography: Kasia Gatkowska


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