Hermes doesn’t play by the rules - they are the ones which makes them.
Hermes lives for challenging the norms, and keeps pushing boundaries, redefining what luxury means. Because this is a concept in flux, there’s no space for absolute truths / sacred cows. It’s no secret that this market always looked suspiciously to digital. Assuming once again the role of a trailblazer, they decided to embrace it fearlessly.
Bringing the whole world of Hermés to an entirely new medium would prove to be challenging. The main reason? One of the hallmarks of luxury brands is their hauter-than-thou sense of exclusivity and uniqueness. Could we be successful at replicating such a proposition on a digital platform without losing the brand’s allure?
Our purpose was to build an e-commerce platform in disguise. Without being too upfront on the selling part, we designed a new digital flagship that spotlights all the craftsmanship that goes into the brand’s products. Throughout the website, we borrowed storytelling elements using a language that embeds the whimsical tone so unmistakably Hermés.