Aectual and Hermès have joined forces once again, marking a renewed chapter in their ongoing exploration of how architecture and digital fabrication can elevate the world of luxury retail. This second collaboration is a continuation of a shared vision, where imaginative design meets meaningful storytelling. Through innovative techniques and creative synergy, both companies reaffirmed their dedication to crafting immersive retail experiences that captivate the senses and stir the imagination.
The journey began with the Monde d’Hermès Kiosk—an inspired reimagining of the classic Parisian newsstand. This installation, seen in Knokke and Rotterdam, invited visitors to step into the whimsical universe of Hermès. Designed using Aectual’s bespoke Freeline 3D printing system and a sophisticated, plant-based material, the kiosk fused traditional elegance with contemporary innovation. Its refined textures and sustainable approach exemplified the harmony between old-world charm and cutting-edge craftsmanship.
Building on that momentum, the second project took shape in the heart of Amsterdam. This time, Hermès envisioned a vivid, seasonal installation that would animate the Crystal Houses façade on Pieter Cornelisz Hooftstraat. Entrusted with bringing this vision to life, Aectual collaborated with renowned architecture studio MVRDV to create a window display titled “Galloping through the Park.” The scene conjures an animated narrative: a noble horse through Vondelpark, elegantly dressed in Hermès creations and playfully accompanied by a symphony of birds.
Manufacturing on Demand
The installation stretches across two floors of gleaming glass, showcasing a colorful medley of sculptural elements that seem to move with life. Every piece was digitally crafted and meticulously 3D printed, embodying a balance of technical precision and artistic flair. The result is a dynamic portrayal of nature, movement, and luxury, blending into a celebration of Hermès’ timeless style and narrative depth.
Beyond aesthetics, this project underscores Aectual’s commitment to forward-thinking design principles. With a focus on environmental consciousness, the company utilizes fully recyclable, plant-based materials and ensures zero waste through its additive manufacturing process. This approach reduces the environmental impact and opens the door to unprecedented design freedom, allowing for unique spatial expressions tailored to brand storytelling.
Collaboration stands at the core of Aectual’s philosophy. Working closely with both Hermès and MVRDV, the design team ensured that every aspect of the installation met the high standards expected of both partners. This close cooperation highlights Aectual’s flexibility in adapting its technology to meet the needs of visionary designers and luxury brands alike.
Each project with Hermès becomes an opportunity to bridge the gap between sustainability and style, between innovation and tradition, as Aectual continues to push the boundaries of what’s possible in retail environments. Visitors can experience the latest Hermès storefront installation at Pieter Cornelisz Hooftstraat 94 in Amsterdam.
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Author: Davide Sher
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