Hermès faubourg marks 100 years with surreal figures animating its windows displays

HERMÈS celebrates 100 years of surrealism and the Faubourg

Natalie Shook, principal of the multidisciplinary design studio Piscina, unveils a series of window displays for Hermès flagship at 24 Rue du Faubourg Saint-Honoré, celebrating both the centennial of the store and the 100th anniversary of the French poet André Breton’s Surrealist Manifesto. Shook’s installations combine her signature Ledoux Shelving system, rooted in Neoclassical design, with playful figures inspired by the Surrealist game Exquisite Corpse. The Ledoux Shelving, with its clean lines and solid cherry wood construction, evokes the grand columns and harmonious forms of Neoclassical architecture, echoing the design language of Hermès’ Parisian flagship. At the same time, the abstract, surreal figures built upon this foundation bring the spontaneity and unpredictability of Surrealism to life.

all images courtesy of Piscina

surrealist exquisite corpse inspires piscina’s window displays

Piscina’s shelving, named after 18th-century architect Claude Nicolas Ledoux, works as the structure and canvas for imaginative and abstract forms that reflect Hermès’ balance of tradition and innovation. The New York-based practice captures the brand’s ability to honor its heritage through this fusion while embracing contemporary artistic expression. Inspired by the Exquisite Corpse game, where participants collectively create a figure without knowing what the others have drawn, the abstract characters introduce a sense of whimsy and surprise, reflecting the unconventional creativity that Surrealism championed in the early 20th century. 

Natalie Shook, principal of Piscina, has created a series of window displays for Hermès’ flagship

neoclassical architecture contrasts with dreamlike forms

A blend of Neoclassical order and Surrealist disruption creates a dialogue between two seemingly contrasting worlds. The shelving’s structured, historical aesthetic provides a grounding element, while the surreal figures disrupt it, exploring the intersection of past and present. ‘Neoclassical architecture and Surrealism, while seemingly opposites, share a unique relationship,’ says Shook. ‘Both rely on tension and recontextualization. Neoclassicism is all about order and balance, while Surrealism distorts and disrupts, often using familiar forms in strange and unexpected ways. With the Hermès windows, I wanted to highlight this interplay, creating a visual journey that reflects the evolution of both art and design.’

Shook’s installations, on view through October, invite passersby to engage with this artistic dialogue, offering a reflection on the evolution of art, design, and cultural history. By juxtaposing Neoclassical architecture with the dreamlike forms of Surrealist art, the displays celebrate a century of Hermès, paying homage to the transformative cultural currents that have shaped Paris. 

celebrating the centennial of the store and the 100th anniversary of the Surrealist Manifesto

Shook’s installations combine her signature Ledoux Shelving system, rooted in Neoclassical design

the playful figures are inspired by the Surrealist game Exquisite Corpse

Ledoux Shelvin, evokes the grand columns and harmonious forms of Neoclassical architecture

Piscina’s shelving is named after 18th-century architect Claude Nicolas Ledoux

Piscina captures the brand’s ability to honor its heritage

reflecting the unconventional creativity that Surrealism championed in the early 20th century

the blend of Neoclassical order and Surrealist disruption creates a dialogue between contrasting worlds

project info:

name: Hermès | @hermes Window Displays – 100 years of Surrealism
designer: Piscina | @piscina.piscina
lead designer: Natalie Shook
location: 24 Rue du Faubourg Saint-Honoré, Paris, France

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edited by: thomai tsimpou | designboom