July 2014

Hermès

  • Sunny south
 
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Hermès has had an outlet in Marseille since 1989; now it has opened a new store, perfectly designed as a South of France showcase for all the craft skills of this great couture house.



Let's head for 20 rue de Grignan, where the quintessential institution of French chic has opened its new Marseille store. The 300m2 south-facing sales space is the work of interior architects RDAI, who design all Hermès stores worldwide. "Our remit is to express the company's values through the architectural design of each store, but with variation and diversity to avoid repetitive monotony. We have to reflect the house codes while telling a different story each time, in synch with the town in question but not lapsing into caricature. The idea is to blend the store into its setting in a natural way," says Denis Montel, creative director and general manager of RDAI. How is that basic idea expressed in the new temple of elegance in Marseille? "The Hermès store was in Rue Paradis and has moved just a short way to this pre-existing building. We've renovated the stucco stone facade but focused mainly on the interior. We wanted to convey to visitors the Mediterranean atmosphere of the South of France, so naturally we have flooded the store with natural light." The floor is a mosaic of terra cotta; large white plaster walls convey coolness; other walls are mirrored to capture and reflect the light. Upstairs, an expanse of glass gives onto the street. "To give a sense of intimacy, we have installed big louvered shutters like those of a private home. We have played with light and shade, keeping the simplicity of Mediterranean homes always in mind," says Denis Montel.

 

Shedding light on French chic
It all began in 1837 when Thierry Hermès opened a harness and saddle workshop in Paris. In 1902, the third Hermès generation expanded and diversified the firm's business. Today, the same philosophy of excellence extends to all areas of fashion and luxury goods, perpetuating Hermès' well-deserved international fame. The new Marseille store has been designed to display all Hermès' product lines, each in a different ambience. Entering the store, we find costume jewellery and women's silks to the right and beach accessories and lifestyle products to the left. Further in, we're immersed in a masculine world where pale beige carpeting lends a muted atmosphere for the displays of ready-to-wear, silk goods and footwear. The broad stone staircase at the far end takes us down to the basement where the leather goods and equestrian goods are to be found. The first floor, bathed in natural light, is where women can explore the ideal wardrobe designed by Hermès creative director Christophe Lemaire: this is timeless elegance, without a hint of ostentation. And to end with, by the big windows at the front, we're dazzled by the brand's timewear and fine jewellery.


20 rue Grignan, Marseille 1er - Tél. 04 96 17 61 12