In an era where the luxury sector faces uncertainty, Hermès, the venerable institution founded in 1837, has once again proven its timeless allure. The brand’s latest venture is not just another store, but a sixth “house”following those in Paris, New York, Tokyo, Seoul, and Shanghai. This new space at 166 New Bond Street in London is a testament to Hermès’ unique blend of eras, craftsmanship, and local culture, all tied together with the brand’s signature equestrian theme.
The façade of the new boutique is a harmonious fusion of six buildings dating back to the 18th century, once occupied by Asprey. This architectural puzzle, with its labyrinth of floors, staircases, and varying levels, has been transformed into a village-like space, inviting visitors to explore like a book.
The Most British of French Houses
Hermès’ connection to the United Kingdom is deeply rooted, with the brand’s reputation in English craftsmanship in the equestrian world dating back to the 19th century. The new boutique aims to offer a French house’s perspective on what it loves about British culture, while also breathing new life into the historic spaces.
The monumental staircase, designed by British architect Norman Foster, is the true backbone of the house. Its spiral silhouette evokes both the ribbon of a cockade and a coachman’s whip, setting the tone for the rest of the space. The boutique is a celebration of Hermès’ equestrian heritage, with numerous paintings, including those by Alfred de Dreux, the artist behind the famous “harnessed duke” that became the Hermès logo.
Historical Works and Contemporary Art
To fully grasp the complexity of this place, one must understand the ties linking Hermès to the United Kingdom. The brand’s presence in the English capital dates back to the early 1960s, with the famous Rocabar pattern possibly named after a British craftsman’s reference to horse blankets with geometric lines.
The boutique is a treasure trove of historical works and contemporary art. Menehould de Bazelaire, Hermès’ director of cultural heritage, has carefully selected hundreds of objects from the brand’s collection, founded by Emile Hermès. These objects, ranging from paintings and equestrian items to carriage catalogs and meerschaum pipes, are scattered throughout the 55 rooms of the boutique.
Contemporary photographs by Martin Parr and Edouard Boubat, as well as special commissions like the floral wallpaper designed by illustrator Katie Scott and the sculpture by artist Jessica Wheterly, add a modern touch to the historic space.
A Surprising, Functional Maze
The boutique is a surprising, functional maze where every corner tells a story. Old shop signs, including a blacksmith’s banner and an English bicycle dealer’s sign from the late 18th century, hang on the walls. The space is designed to surprise and delight visitors, with unexpected perspectives and a focus on storytelling.
Denis Montel, artistic director and vice president of the architectural firm RDAI, explains that the design team worked with functionality in mind, but also with a focus on telling stories and offering unexpected perspectives. The boutique is a celebration of Hermès’ equestrian heritage, with numerous paintings and objects that pay homage to the brand’s roots.
From the nearly invisible details, like the three shades of Rouge H in the leather goods rooms, to the whimsical touches, like the giant flowers in the fragrance area, the boutique is a testament to Hermès’ unique blend of history, art, and craftsmanship. It is more than just a boutique; it is an invitation to wander and explore, an adventure straight out of Alice in Wonderland.
