French luxury maison Hermès has revealed a brand new flagship store in Beijing, as the Parisian label ramp up its imitable je ne sais quoi style in the Chinese capital.
Located in Beijing’s ever-buzzing China World shopping mall, the new China flagship is a melange of local artistic heritage and French savoir-faire, emulating the Parisian brand’s original Faubourg Saint-Honorè store, founded in the City of Lights.
Covering two floors and more than 900 square metres of retail space, the outside boasts an 11-metre-high statement façade, made up of undulating, engraved double-glass panels in golden hues, meant to look like bamboo.
Inside, the open plan store is licked with nuanced pastels and mineral tones, think celadon and gold, placed over terrazzo floors; the renowned Faubourg Saint-Honoré mosaics cutting sophisticated light against hand-fashioned furnishings and cabinetry.
On the ground with access from the mall, the Hermès silk universe arrives first and opens into a dedicated perfume and fashion jewellery display. From here, men’s ready-to-wear and men’s silk and accessories sweep the floor, where a second store entrance gives access from the street. There’s even a men’s made-to-measure salon set off to the side for privacy and bespoke appointments.
Connecting the levels, a split staircase, backed by a 3D plaster wall fashioned in vertical bamboo, leads to up the second floor. Walking in, Hermès iconic leathergoods lead to women’s ready-to-wear and footwear, and a VIP room, to the right. To the left, the Hermès equestrian collections befall jewellery and watches, followed by the maison’s line of homewares, tableware and furniture, as well as a third store entrance.
Marking the new store opening, a selection of limited-edition items are up for grabs: a Coup de Fouet Tattoo silk scarf in two exclusive colours and two Kelly 25 bags with the Eperon d’Or design in leather marquetry. Très chic.