Client / Hermès Taiwan
Project / Spring Window Display, 2019
Title / Oriental Dream
Design & Curation / AMCP Studio
Production / AMCP Studio, Hozen Plan
Photography / HAN Studio

Created in response to Hermès’ annual theme of dreaming, Oriental Dream draws from classical Chinese painting and the philosophy of Zhuangzi to explore the poetic boundary between dream and reality.

The concept began with Zhuang Zhou Dreams of a Butterfly, a story in which the distinction between the dreamer and the dreamed becomes beautifully uncertain. AMCP Studio translated this philosophical idea into a flowing spatial landscape, bringing an Eastern sensibility into dialogue with the world of Hermès.

Across the window series, plum blossoms, lotus ponds, monkeys, frogs, and drifting goldfish appear within scenes inspired by ink painting and garden imagery. Hermès pieces are placed within this dreamlike environment as part of a larger composition of nature, movement, and imagination.

Through layered scenery, symbolic motifs, and a restrained sense of fantasy, Oriental Dream created a window display where cultural memory and brand storytelling could meet in a quiet moment between waking and dreaming.