La Maison des Carrés: Digital agency AKQA introduced the whimsically illustrated address of Hermès silk.
AKQA has helped develop the first interactive pop-up e-store dedicated to the world of Hermès silk. “La Maison des Carrés” (House of Squares) is a playful and responsive website dedicated to the signature silk ties and square bandana scarves from fashion house Hermès.
From a choice of more than 600 models of silk squares, shawls, twills, scarves and stoles, items can be bought in three easy clicks. And anyone who doesn’t want to part with £140 for a scarf can enjoy the whimsical features of the site.
The immersive online hub imagines a visually perfect house of silks. Visitors can wander through a quirky array of ever-changing rooms, including a treasure chamber, saloon and colour-mixing kitchen.
Illustrator Pierre Marie worked with Hermès Artistic Director Bali Barret and the AKQA team to craft the grand exterior and intricate interiors of the house, along with a spectacularly diverse universe of characters, in an instantly recognisable style brimming with humour.
“We worked in partnership with Hermès to create a digital experience, which takes consumers on a captivating journey, helping them find their perfect silk item within the Hermès extensive collection,” says Peter Lund, Creative Director, AKQA.
Pierre Marie. Image: Cécile Bortoletti
Pierre Marie’s long-lasting collaboration with Hermès started in 2008 and he has designed several of the brand's emblematic 'carrés' (including l'Ombrelle Magique, Dame de Cœur, Point d'Orgue, Le Laboratoire du Temps and Les Trophées) and has designed prints for the ready-to-wear line designed by Christophe Lemaire.
The illustrator’s distinctive drawings originate from constant research in ornate and narrative imagery, with inspiration taken from nature, history, folklore and animated movies.
“Both an online store offering an exceptionally broad range of our collections, and a place of delightful, constantly evolving experiences, lamaisondescarrés.com tells the story of Hermès silk in an entertaining and unconventional way,” explains Bali Barret.
Earlier this year, Hermes released a “random dose” of the brand through its app “Tie Break”. Described as a “handy app to help you take a break from the harsh realities of the office, airport or public transport… or even a dull date” Tie Break sought to promote the latest menswear collection through animated gifs, comics, videos and tutorials on how to tie a tie.
When you open the app, you’re greeted with a tie that you have to ‘pull’ in order to start, triggering a feature like a tie pattern coming to life or a short video. It could also be a game or instructional video on how to knot a tie. There are 57 different variations. So every time you ‘pull a tie’ you can expect something different.
23 September 2014
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