After completing my initial internship at Hermès in 2021, I was hired as a solo artist to design the window display and store scenography for the Spring/Summer Collection in 2022. The theme was "palais des miroirs" (palace of mirrors) in order to display the new mirror collection of Petit H. Collaborating closely with Flavie Papin, the Hermès vitrine France responsible, and Godefroy de Virieu, the Petit H Creative Director, I was specifically hired for the conceptualisation and artistic direction of the flagship store on Rue de Sèvres.
In this project, my aim was to explore the playful and fantastical world inherent in mirrors. The first window showcased a giant spinning kaleidoscope, reminiscent of a cherished childhood toy. The second an ingenious optical illusion. The finale featured a distorted mirror that elongated the object above it. Inside the store, drawing inspiration from the beloved Parisian "Jardin d'Acclimatation," championed by Godefroy, we crafted an entire journey where visitors could interact with various mirrors.
The store became a dynamic playground, featuring mirrors that slimmed, enlarged, created kaleidoscopic effects, and even produced doubles of the viewers. It transformed into an engaging space, offering not just products but a series of enjoyable activities and workshops, enhancing the overall shopping experience.
The central window is ingeniously designed as a colossal mirror positioned at a 45-degree angle, complemented by a painted floor depicting clouds. This deliberate arrangement aims to evoke the charming innocence and "head in the clouds" perspective often associated with children. While both the objects and the floor are painted, the magic lies in the mirror's reflection. The illusion created is convincing, objects appear to levitate, and each item seemingly has a mirrored twin, despite the absence of any actual duplicates.
