LUXURY RETAIL · HERMÈS TAIWAN · 2019
Oriental Dream
Spring Window Display
In the East, dreams live in poetry and landscape painting. Zhuangzi dreamed he was a butterfly, and on waking could not tell whether he had dreamed the butterfly or the butterfly had dreamed him. We borrowed the mood of ink painting to lead viewers into that dream: a frog leaps across the lotus pond, a small monkey slips free of the paper to hold a gentleman’s hat and bag, and goldfish drift through the white space, past mountains and Hermès pieces alike. Half dream, half real, much like the feeling Hermès leaves behind.
Challenge
Interpret Hermès’ annual theme of dreaming in a way that feels rooted in Asian culture.
Strategy
Start from Zhuangzi’s butterfly dream, where the dreamer and the dream become one, and from classical Chinese painting.
Solution
Plum blossoms, lotus ponds, monkeys and goldfish in ink-painting scenes, with Hermès pieces drifting inside the dream.
Project credits
Design & Curation: AMCP Studio
Production: AMCP Studio, Hozen Plan
Photography: HAN Studio
中文
精品零售・愛馬仕台灣・2019
東方之夢
春季櫥窗
東方的夢，藏在文學與山水畫裡。莊子夢蝶，醒來分不清是自己夢見了蝴蝶，還是蝴蝶夢見了自己。我們借國畫的意境帶人走進這場夢：青蛙一躍跨過蓮池，小猴掙脫畫紙，替紳士拿著帽子和包包；金魚在留白之間悠游，穿過群山，也穿過愛馬仕的商品。似夢非夢，正是愛馬仕給人的感覺。
挑戰
以亞洲文化為根，詮釋愛馬仕的年度「夢」主題。
策略
從莊周夢蝶出發，夢者與夢境合而為一，再借鏡中國古典繪畫。
解決
梅花、荷塘、猴子與金魚化作水墨場景，愛馬仕商品漂浮在夢境之中。
製作名單
設計與策展：AMCP Studio
製作：AMCP Studio、Hozen Plan
攝影：HAN Studio