Hermés, the noted luxury goods label, has launched an online store devoted to their iconic scarves inspired by French architecture and a lot of imagination.
A new website for luxury retailer Hermés , La Maison des Carrés, is beautiful and as intricately designed as the product it’s selling. Inspired by an impossible vision for a perfect physical store, La Maison de Carrés is immersive.
With many playful animations, surprising gestures and functionality, the website recreates the act of discovery often reserved for physical stores. With more than 600 different models of silk squares, shawls, twills, scarves and stoles, the store makes purchasing possible with just three easy clicks.
When visiting the website, you begin at the top floor of the building (as opposed to the front door). On the left is a mailbox and women riding blimps and flowering plants. Perched on the roof is a horsed man carrying the banners of the Hermés brand. True to the equestrian origins of the French brand, several horses in stables populate numerous rooms in the building.
One clickable room labeled “Maxi-Twilly” features two people hanging an oversized scarf. The room leads to several oversized silk twill scarves.
One whole floor is dedicated to videos showing the different ways to tie scarves and another floor features scarves inspired by animals.
The basic layout, created with delicate lines and cartoonish sketches, is a high-rise Parisian establishment. As you scroll down, more and more floors are added to create an unlimited empire. On the bottom right, meanwhile, is a twisting slide.
Bali Barret, artistic director for women’s universe at Hermés explains that the portal is “both an online store offering an exceptionally broad range of our collections, and a place of delightful, constantly evolving experiences.”
Illustrator Pierre Marie is behind the designs and drawings while a team from digital agency AKQA, which has already worked with other luxury labels, partnered with Hermés to create the website.
Hermés is renowned worldwide for maintaining artisan-centric production practices. Their most popular leather item, the Birkin bag, is a coveted item in the luxury fashion sphere. Because of the purely handmade approach to production, the Birkin bag that starts at $8,000 may have waiting lists of up to two years for prospective buyers. Hermés scarves are also as iconic with a growing number of collectors worldwide. Made of pure silk, the scarves come in a growing number of designs and the rare ones are frequently auctioned.