Having temporarily closed its Hermès store in Milan’s via Montenapoleone for a complete restyling, the historic French fashion house decided to open a temporary store in nearby via della Spiga, entrusting the interior design project to Park Associati. Occupying three floors, the 840-square-metre premises already feature partitioning and volumes that cannot be changed; the client therefore opted for a concept different from that of the main store, that fits the existing spaces but at the same time transforms them into environments that interpret and reflect the Hermès world.
Via della Spiga 22, Milan
Project: 2019 – 2020
Artistic site supervision
Filippo Pagliani, Michele Rossi
Alexia Caccavella, Alice Cuteri, Aysecan Ertin, Irene Seracca Guerrieri
Modar, Barlassina (MB)
In-visible Lab, Sesto Calende
Studio Zaccarelli S.r.l., Milano
Retail furniture (designed by Park Associati)
Modar, Barlassina (MB)
Furniture integrated Lighting
Formula Luci Italia, Gavardo (BS)
Folio Panel, Brescia
Marta Sala Editions, Milano
Dooor, Fano (PU)
Mario Sirtori, Costamasnaga (LC)
Ege by Eco Contract, Milano
3M, Pioltello (MI)
Despite being a temporary store, the new space will remain open for approximately one year. Park Associati therefore opted for a light modular concept, capable of adapting to the existing interiors as well as those of any future stores. The project began with an attentive study of Hermès’ creative philosophy, which specifically highlighted the tailor-made craftsmanship that characterises all the fashion house’s products. And it is precisely the atmosphere of the craft workshops where the Hermès creations have always been produced that originated the idea of designing a modular, flexible and functional panelling system on which items, from silks to clothes and accessories, could be displayed.
Configurable according to needs, the standard-size panels will be mounted on blocks that lift them from the ground and will be joined by connections that allow for curving when necessary to create a self-supporting system that seamlessly follows the line of the walls. The panels’ birch wood covering features a geometric graphic design etched on its surface originating from a recurrent pattern of the Hermès fabrics, the so-called Gribuill, inspired by the mosaic design of the floors of the fashion house’s historic Parisian headquarters.
This mark becomes an elegant embroidery that shapes a system of solids and voids functional to the display of objects, at the same time creating an environment of refined simplicity. Details such as the shelving’s horizontal sections deliberately left untreated subtly break off this perception of refinement, as a reminder of the fact that this is still a temporary space and an atelier.
Some Plexiglas panels were specially created to display and backlight the silks. The portions of wall not covered by the panels feature pleated curtains that help liven up the wall itself. Resembling a two-dimensional, rarefied frieze, another graphic motif cherished by the Hermès iconography flows along the false ceiling.
The walls connecting the different floors are decorated with a design that is meant to be a tribute to Milan’s historic architecture, specifically to the textures that characterise many of the façades of the city’s modern buildings.
Chosen as a contrast to the birch wood’s brightness, a warm, fairly dark grey gives a uniform colour to walls and ceilings.
The colour of carpets and fabrics varies depending on the type of product on display. The ground floor’s mix of shades of orange therefore characterises the space dedicated to men’s and women’s silks, perfumery and objects for the home, while a soft green identifies the area for men’s footwear and prêt-à-porter.