Hermès celebrates silk with illustrated virtual store

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Hermès has launched a pop-up e-store dedicated to its silk squares, shawls, twills, scarves and stoles.

Illustrated in quirky Hermès style by Pierre Marie, Lamaisondescarrés.com is set to look like a grand house with an intricate interior and a diverse series of characters and creatures all featured. There’s a gardener floating on a hot air balloon, sunflowers twisting in the breeze, a play slide atop a large giftbox, a gentleman lying in a hammock and more.

The team behind it refers to it as “playful, welcoming, immersive and surprising”. Created in partnership with agency AKQA, it allows users to explore different rooms featuring 600 models of Hermès signature silks, all of which can be bought in three easy clicks. There’s a treasure chamber, a saloon and a colour-mixing kitchen.

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“Both an online store offering an exceptionally broad range of our collections, and a place of delightful, constantly evolving experiences, lamaisondescarrés.com tells the story of Hermès silk in an entertaining and unconventional way,” explains Bali Barret, artistic director of the women’s universe at Hermès.

Visitors can search by size, colour, material or theme (like horse & equestrian, history & mythology, animal world & wildlife). There’s also a link through to the brand’s Silk Knots app – a how-to guide on 24 different ways to tie your scarf through images and videos – and its Tie Break app aimed at men, which includes a variety of GIFs, games and comics as well as collection insights. A short film dedicated to its silk bandanas is featured too.

The site is fully responsive and available in 27 countries across Europe, Asia and America. Watch it come to life below: