The Hermes story is one wrapped in antiquated harness, literally. The luxury label launched in 1837 has clearly come a long way from its harness-making days and is set further to spread its French wings in its American flight. The US is about to witness three grand entrances by the French fashion brand, the first of which is a renovated Beverly Hills boutique awaiting a September opening. The decadent Rodeo Drive destination cost the brand a cool $75 million just in property purchases last year. As a result of an 18-month renovation, Hermes’ address on Rodeo Drive is a distinctive white marble façade with an avant-garde, ice cube tray edifice. Like all the luxury label’s boutiques, the latest outpost has been designed by Paris-based RDAI (Rena Dumas Architecture Interieure). ‘Futuristic’ doesn’t end there, though.
The flagship is rumored to feature inexplicable interiors that include a white marble spiral staircase in the atrium leading to “a roofless roof” made possible by a “membrane air cushion, which sits invisibly over the circular opening,” according to press materials. Such peculiar handiwork is being pitched against the Parisian Saint-Germain-des-Pres flagship that boasts several interesting facets besides its Art Deco appeal.
The brand also invests large sums in Miami and Atlanta so that luxe-loving Americans can empty their wallets with the utmost ease. The Atlanta boutique will be a billion-dollar mixed-use development bowing at the Buckhead Atlanta by late 2013. In Miami, on the other hand, Hermes intends to go gritty and enter the Design District where they set up (temporary) shop earlier this year while a three-story, 12,000-square-foot mammoth magnificence is in the works. It will be the company’s third flagship outside of New York and Los Angeles. San Francisco, stay tuned!