<\/p>\n
\n\tBEIJING \u2014 The opening of Herm\u00e8s\u2018 first stand-alone store in Beijing at the trendy neighborhood shopping area Taikoo Li Sanlitun on Thursday was a deeply personal moment for both Axel Dumas and Pierre-Alexis Dumas, chief executive officer and artistic director, respectively, at the family-owned French luxury house.<\/p>\n
\n\tThe five-story store, neighboring fellow megabrands Louis Vuitton, Dior and Tiffany & Co., is the brand\u2019s fourth store in the city since it first entered the market in 1997.<\/p>\n
\n\t\u201cIt is a great emotion to be back in Beijing. Thirty years ago, before the opening of the first store in The Peninsula Beijing, I made a promise to my late father, Jean-Louis Dumas. We went walking in the streets of Sanlitun, and my father told me one day we must have a freestanding store here. So here we are.\u00a0My dear father \u2014 we fulfilled the promise,\u201d said the artistic director.<\/p>\n
\n\tDesigned by RDAI in collaboration with Mamou-Mani Architects for the facade, the Sanlitun store is the brand\u2019s biggest location in Beijing, housing 16 product categories under one roof.<\/p>\n
\n\tIt comes with a distinctive glass structure, wrapped in rose-pink and terracotta ceramic tiles with a metal facade hovering on top resembling a semi-transparent veil, which was playfully nicknamed \u201cthe bird cage\u201d for its ornate webbed exterior, a subtle nod to Beijing\u2019s bird-walking culture that dates back to the Qing Dynasty.<\/p>\n
\n\tMaking the building more unforgettable is the Herm\u00e8s firework-maker, a horse-riding man holding two flags standing at the top of the building. It\u2019s said that only some of the most important Herm\u00e8s stores in the world have it.<\/p>\n
\n\tThe motif was also prominently featured in the celebration party at the National Agricultural Exhibition Center, serving as a prelude for a four-act artisanal acrobatics performance. Top VICs in Beijing were invited to join with a plus one, as well as key cultural figures such as talk show host Chen Luyu and director and producer Li Shaohong.<\/p>\n
\t\t\t\t\tHerm\u00e8s Sanlitun store in Beijing.<\/p>\n
\t\t\t\t\t\t\t\t\tSui Sicong ???<\/p>\n
\n\tThe artistic director said he wanted to deliver three messages with the opening of the Sanlitun location.<\/p>\n
\n\t\u201cFirst, promise you have to know the past if you want to imagine the future. Please remind everybody, especially the young ones, about that. Secondly, teaching myself that I share with you,\u00a0we have to change all the time if we want to remain the same,\u201d he said.<\/p>\n
\n\tAs for the last point, he wanted this architecture to be a bridge between Paris and China.<\/p>\n
\n\t\u201cIt is a new expression of awareness, which I think says something true about who we are and what we want to be here in Beijing and in China, because I think ultimately, we are serving something greater than ourselves, which is\u00a0culture,\u201d he continued.<\/p>\n
\n\tAxel, cousin of Pierre-Alexis, said being in Beijing felt a bit nostalgic, because they opened the brand\u2019s first store in the city together back in 1997.<\/p>\n
\n\t\u201cWe are happy to be in China, which has been a very important country for us, but also an incredible economic success during all these years. We believe that the future will be bright,\u201d the CEO added.<\/p>\n
\t\t\t\t\tHerm\u00e8s Sanlitun store in Beijing.<\/p>\n
\t\t\t\t\t\t\t\t\tSui Sicong ???<\/p>\n
\n\tThe overall design of the space was inspired by the nearby Forbidden City, subtly weaving in references to imperial architecture through curved glazed ceramic rooflines, royal colors, and a notable depth of materials.<\/p>\n
\n\t\u201cWe built the color range of the project based on old Chinese paintings, especially from the 16th, 17th, and 19th centuries,\u201d said Denis Montel, artistic director and executive vice president of RDAI of the color story, in various shades of terracotta, chosen for the store.<\/p>\n
\n\tUpon entering the store, shoppers encounter a stone staircase that spirals upward at the center of the space. The brand said each level is treated as a universe of its own, with shifts in mood, material, and light marking the upward journey.<\/p>\n
\n\tThe ground floor space with an open-plan layout, which is connected to the rest of the shopping mall, offers a selection of shoes and silks as well as perfume and beauty products.<\/p>\n
\n\tDealing with a huge load-bearing column in the middle of the space, Montel found ways to play with the restrictions by enlarging the lone column with marble, while building fake columns around it, solving the design issue while creating a subtle reference to Chinese temples.<\/p>\n
\n\tThe first floor contains a larger silk collection, equestrian collections, and fashion jewelry, set against a patchwork of mosaics inspired by the flooring of the brand\u2019s Faubourg Saint-Honor\u00e9 flagship in Paris.<\/p>\n
\n\tA level up features women\u2019s and men\u2019s ready-to-wear collections, a bigger shoe display with fitting rooms, and a private salon for personalized service. Home collections, leather goods, watches and jewelry can be found on the third floor, in addition to a large private salon with a landscaped terrace.<\/p>\n
\n\tReferencing the \u201cbirdcage\u201d concept, a geometric interpretation of a flock of birds is seen on the third floor, dubbed \u201cmurmurations.\u201d They are meant to \u201cinvite birds, conceptual birds, into the building,\u201d said Montel of the poetic treatment.<\/p>\n
\t\t\t\t\tHerm\u00e8s Sanlitun store in Beijing.<\/p>\n
\t\t\t\t\t\t\t\t\tSui Sicong ???<\/p>\n
\n\tEmphasizing local craftsmanship, the construction of the store was 100 percent locally produced, with furniture custom-made by a Beijing-based design brand, while carpets were produced by a Hong Kong-based Taiping supplier.<\/p>\n
\n\tAlmost a Herm\u00e8s tradition, the store features a selection of modern artwork, such as a hanging installation by Chinese artist Liu Jianhua featuring ceramic petals and marble roundels suspended through the stairwell, as well as pieces from the Emile Herm\u00e8s collection and the Herm\u00e8s Collection of Contemporary Photographs.<\/p>\n
\n\tThe store also carries a selection of special products, including a limited-edition foosball table, travel luggage, timepieces, silk scarves, and leather goods featuring a dragon motif by Chinese artist Tong Ren. The mini bolide style will be exclusive to the Sanlitun store at this stage.<\/p>\n
\t\t\t\t\tHerm\u00e8s Sanlitun store in Beijing.<\/p>\n
\t\t\t\t\t\t\t\t\tPhotography by Jonathan Leijonhu<\/p>\n
\n\tThe Beijing debut comes as Herm\u00e8s continues to defy broader luxury headwinds. While China has challenged many competitors, the market remains positive for Herm\u00e8s, with slower growth from aspirational shoppers offset by a still-expanding top-tier clientele. <\/p>\n
\n\tThe house now operates 31 stores in China and is sticking to gradual expansion, with renovation and extension projects underway in Chengdu.<\/p>\n
\n\tIn 2023, the brand expanded its location at The Peninsula Beijing, the site of its first store in mainland\u00a0China. It also operates two other stores downtown, in the China World Mall and SKP, as well as one airport location at Daxing.<\/p>\n
\n\tThe brand\u2019s first stand-alone store in China is the Maison Herm\u00e8s in Shanghai, unveiled in 2014.<\/p>\n
#Fulfilling #Late #JeanLouis #Dumas #Dream #Herm\u00e8s #Unveils #Standalone #Store #Beijing<\/p>\n","protected":false},"excerpt":{"rendered":"
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