The first Brazilian Hermès Pop-Up Store merged design with technology and innovation to emotionally connect customers to the brand.

Binding dreams and tradition, the architecture project was inspired by an iconic Hermès piece, the Birkin bag. It was named after the actress, model and singer Jane Birkin, interpreter of the song Je t’aime.. moi non plus, composed by Serge Gainsburg. The digital music file was used to create the key element of the space: a sculptural exhibitor digitally manufactured in wood and mirrored on its exterior. Through parametric design (computationally created), the bass tones of the music manipulated the design of the sculpture, resulting in the exhibitor's organic volumetry. Analyzing the soundscape to generate architectural shapes is part of more than 10 years of research by Estudio Guto Requena.

The wooden structure was manufactured on a CNC machine (Computer Numerical Control) and coated with mirrored automotive paint. The piece was divided into 4 moving parts that exposes the brand’s special métiers: new collection Carrés, Hermessence perfumery line, jewelry and belts. At Hermès Pop up store, the interior design, furniture, lightning, joinery and textures were designed by Estudio Guto Requena with the aim of creating an elegant composition where the brand’s products stand out over the neutral colors of the environment. On the ceiling, the mirrored modules and micro-LEDs expand the dreamlike spatial perception of space.

Exterior and interior are connected through the translucent surfaces, inviting the visitor to interact with a digital wallpaper projected over the linen fluttering curtains. This interactive window transformed the brand’s iconic visual symbols into a responsive work of art that changes according to the customers’ emotions. Biofeedback sensors capture visitor’s data: one, located on a bench inside the store recorded heartbeats and the other, installed in the window, received the movements of people outside. Through generative settings the data was transformed into digital textures in real time resulting in dynamic surfaces that reflected the visitors’ sensations by experiencing the pop-up store.

Team:
Concept: Estudio Guto Requena
Creative Direction: Guto Requena e Tomás Faria
Project Coordination: Fabiana Paiva
Architecture team: Carolina Lacquila, Rodolfo Torres, João Vargas, Mateus Fraga
Product team: Bernardo Yono 
Juntxs Lab (Technology) team: Camila Gonçalves, Bruno Aricó, Matheus Leston
Communication team: Beta Maria de Pádua, Thalissa Bechelli, Tiago Toledo, Paulo Paiva
Central Piece manufacture: ZERO MÁQUINA
Image technology: ON projeções
Set Design Window 02: Greta Cuneo
Facilities Project Management: Saeng
Manufacturing: Saeng
Carpet: El Espartano
Lighting: Foco Luz e Desenho
Photography: Fran Parente
Video: Raphael Borges