Hermès Madison Avenue, New York City

Designed by: Levi van Veluw
For client: Hermès Floor area: 50.00 M² Year of completion: 2016
Nominated for: Window Display of the Year

Win Usa 2016 0099

sculpture 160 x 160cm All made by hand from ashwood with ink.

About the Project

Dutch artist levi van veluw continues his collaboration with luxury fashion house Hermès to design the window installations for the 690 and 691 madison avenue flagship store in New York. Passersby can peer into the windows as single garments such as shoes, a handbag and their new fragrance is framed with a meticulously detailed and vibrant background -like a view box- crafted from wood veneer.

In celebration of the Hermès annual theme ‘nature at full gallop’, the creative concept of the dynamic window installation draws on the idea of three-dimensional wooden versions of the signature Hermès scarves. Engaging with the brand’s equestrian tradition, levi van veluw’s designs further celebrate the launch of galop d’hermès, the newest fragrance dedicated to women.

What’s unique about it

The artist comments: ‘My ambition was to make artworks that are fully integrated with the products. not an artwork with products inside, they really had to be part of it. I approached the products as shapes and materials and transformed them into an abstract installation. Making windows for Hermès is an exception for me. Normally I only work as an autonomous artist creating exhibitions and show work at galleries, but the 2 projects I did for hermès are important for me. It’s exciting to create strong visual installations for windows that look like giant view boxes. It’s a totally different environment compared to a white cube at a museum or gallery – that makes it interesting for me.’

Win Usa 2016 0095

sculpture 160 x 160cm All made by hand from ashwood with ink.

Win Usa 2016 0096

sculpture 160 x 160cm All made by hand from ashwood with ink. Icosahedrons and wooden shapes that make a pattern like the iconic scarfs from Hermès.

Win Usa 2016 0097

sculpture 160 x 160cm All made by hand from ashwood with ink. Array of stirrups and balls.

Win Usa 2016 0098

sculpture 160 x 160cm All made by hand from ashwood with ink.

S4 F

Installation view sculpture 160 x 160cm All made by hand from ashwood with ink. Parfume bottles in an array, referring to a flower.

S5 F

Installation view sculpture 160 x 160cm All made by hand from ashwood with ink. Feathers referring to the pegasus horse, bracelets in a circle and other patterns

S3 F

Installation view sculpture 160 x 160cm All made by hand from ashwood with ink.

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process photo's

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process photo's

Location of project:
Credits:
Levi van Veluw

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