Hermes takes an affordable approach with new space at Nordstrom Seattle
Hermès is experimenting a more affordable approach with the opening of a colorfully-designed space in Nordstrom’s Seattle flagship. The boutique features jewelry and scarves, categories that include its most entry-level pieces — a slim “Twilly” scarf goes for about $160. The aim is to draw in new Hermès customers, from regular Nordstrom shoppers in their 40s and 50s to the very young and fashion-obsessed.
The boutique, created by the spacial designer Robert Storey, reads as an upscale playground, with little archways, nooks, and a hanging installation built from scraps of Hermès scarves sewn into long, spaghetti-like strands.
That highly Instagrammable piece of décor is a metaphor for the boutique’s overall goal: to recast precious goods as something touchable and lighthearted. Rather than sitting under glass, product will be displayed out in the open — dangling from moveable hooks on magnetized walls, for instance.