Fashion

The Hermès Set Designer On Creating the Brand's Signature Store Windows

Antoine Platteau, director for window decorations on Rue Du Faubourg Saint- Honoré, talks to T&C about designing windows and capturing the spirit of the Hermès woman.
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It was a glittering showcase of glamour and style as a thousand guests passed through the three Verrou doors—a nod to the clasp of the iconic bag—that led to sweeping rooms filled with objects of desires from the Hermès autumn/winter 2017 collections. Artistic flair was in abundance as design masters Bali Barret, artistic director of Hermès womenswear, and set designer Antoine Platteau took partying to a new level. Each room was created with an element of surprise, featuring everything from a show-stopping flamenco performance orchestrated by Jean-Paul Goude with 20 models in this season’s collection to Pierre Hardy’s Brides de Gala ensemble of haute bijouterie in elaborate vitrines and dazzling installations of accessories. As guests waltzed to music by the Bray Brothers, the setting was an encapsulation of fun, wit, and character created to celebrate the Hermès women’s universe.

Platteau, director for window decorations on Rue Du Faubourg Saint- Honoré, talks to T&C about designing windows and capturing the spirit of the Hermès woman.

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On the event’s inspiration
“I hope sincerely that people will be reminded of the windows of Faubourg because it is the house of Hermès and the oldest store.”

On designing a set versus a window
“A part of the job is the same because it’s decoration I would say. One is you work for a director where the star is the product. We have amazing things to show. They are like actors and I have to write a script.”



Snapshots from the Hermès Club event in Shanghai

On designing a store window versus an event
“An event is very different; it is between us in a way. We invite people and you know them, the invitees, journalists, friends, you invite them to spend a good evening and to express our view of Hermès. A window is very different because the expression you see is for everyone. The Faubourg store speaks to all ages, all countries, even with kids and intellectuals, in elegance.”

On his creative process
“At Hermès we are free. We try to give a different point of view, to surprise the people about Hermès.”


The Hermès Verrou bag in black calfskin

On working with craftsmen and artisans
“One of the most important parts of these Faubourg windows is to express the savoir-faire. Like each bag, the name of the craftsman is inside. Each window is unique, that’s why we work with craftsmen, artists to express not just ideas but to produce special pieces such as hats, bags, and saddles to express these particularities.”


On the Hermès woman
“The Hermès woman is amazing, sporty, colorful, very elegant and unconventional.”

Greenbelt 3, 757.8910, hermes.com.

This story was originally published in the September 2017 issue of Town&Country.

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Carole Cuasay-Tagle
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