Hermes Flagship at World Trade Center, Beijing
As the world’s premier destination for luxury shopping, brands in the fashion industry in China employ strategic initiatives to enhance the insatiable appetite of its population. Retail has emerged as a pivotal tool in this endeavor. Notably, the renowned house of Hermès has established five boutiques in prominent Beijing locations. However, instead of expanding its presence further, the brand has opted to revamp its flagship boutique at China World Mall, one of the city’s most prominent luxury shopping hubs.
Spanning an impressive 900 square meters (9,688 square feet), the boutique occupies two levels and boasts a newly designed interior and shop façade crafted by the Paris-based architecture practice and long-standing collaborator RDAI. The double-height outdoor façade is elegantly captured by corrugated glass set within a bronze-colored metal frame, which is replicated in both glass and an equally corrugated opaque material within the indoor space.
The store’s first striking feature is its captivating façade that draws attention from a distance. The 11-meter-high storefront is a remarkable engineering and craftsmanship marvel, composed of undulating, engraved double-glass panels that resemble a bamboo forest. Translucent and illuminated in warm, golden hues, it appears to vibrate amidst the reflective cityscape of glass skyscrapers.
