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Hermès Looks to New Interpretation of Time Through Artists’ Lens

by

Brielle Jaekel

|

This is the featured image caption
Credit: This is the featured image credit
Hermès is targeting digitally-savvy consumers with its new interactive film campaign, “Time, an Hermès object”, which is made for mobile. The use of artists’ unique visions has helped the campaign…

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

Hermès is targeting digitally-savvy consumers with its new interactive film campaign, “Time, an Hermès object”, which is made for mobile. The use of artists’ unique visions has helped the campaign stand out.

French lifestyle brand Hermès is capturing time in a unique manner, with a special film series that becomes interactive through the use of mobile.

Touting its watch division, “Time, an Hermès object,” is a unique campaign that intertwines interactive elements with avant-garde filmmaking. Leveraging QR codes and vertical video, Hermès looks to stand out with its new campaign.

Image credit: Hermès

Interpretation of time

Hermès is transporting viewers around the world to experience time in different ways on their mobile devices.

The brand looked to various artists around the world to capture what time means to them using their smartphones to produce a film representation of the idea. The 24 videos symbolize the 24 hours in a day and leverage a mobile Web site that ties it all together.

Image credit: Hermès – Hermès' mobile site.

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Users can scan a QR code or visit Hermès’ campaign site to experience the unique take on a film campaign. Viewers can select a variety of cities they wish to visit, where an analog clock will adjust to the time zone there.

For instance, users can select New York, causing the clock to adjust to the current New York time before transporting viewers to the film that represents the city. The film showcases a New York city street in the flat iron district, where a cartoon man is featured sitting atop a clock tower on the street.

Once the video ends, Hermès informs viewers when the next New York film will air and encourages users to travel to another city such as Buenos Aires. Once users click on the next city, a similar experience occurs.

Image credit: Hermès – Hermès' Paris film.

For instance, Buenos Aires showcases a woman entering a café and sitting down to drink coffee, which then becomes warped, with the footage bending in a circular frame.

Along with the film initiative, Hermès created a teaser short that shows a cartoon drawing of a woman overlayed on a video of a city street. She blows kisses with her hand, and each time her hand moves a street light countdown changes numbers.

Hermès marketing

Hermès also recently demonstrated how mismatched porcelain tableware can be chic and stylish.

As millennials move away from traditional tableware sets that tend to only be used for holidays, if at all, home interior brands have had to be creative to interest the demographic. In a series of other short videos, Hermès looked to spur interest in its Tie Set tableware line by presenting the collection as laidback and casual, unlike the usual association with high-end china.

Hermès also gave its U.S. online flagship a new look that brings together an editorial perspective and ecommerce.

Hermès’ new Web site was tested in Canada this summer and launched in the United States in October. While holding onto some of the playful personality traits that are hallmarks of its brand, the new digital storefront presents a cleaner, easily navigable browsing experience.

Cover image credit: Hermès – Time, an Hermès object.

Article originally published on Luxury Daily. Republished with permission.

Brielle Jaekel
Brielle Jaekel

Brielle Jaekel is Associate Editor at Luxury Daily, New York.

CAMPAIGNS

Hermès Looks to New Interpretation of Time Through Artists’ Lens

by

Brielle Jaekel

|

This is the featured image caption
Credit : This is the featured image credit
Hermès is targeting digitally-savvy consumers with its new interactive film campaign, “Time, an Hermès object”, which is made for mobile. The use of artists’ unique visions has helped the campaign…

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

Hermès is targeting digitally-savvy consumers with its new interactive film campaign, “Time, an Hermès object”, which is made for mobile. The use of artists’ unique visions has helped the campaign stand out.

French lifestyle brand Hermès is capturing time in a unique manner, with a special film series that becomes interactive through the use of mobile.

Touting its watch division, “Time, an Hermès object,” is a unique campaign that intertwines interactive elements with avant-garde filmmaking. Leveraging QR codes and vertical video, Hermès looks to stand out with its new campaign.

Image credit: Hermès

Interpretation of time

Hermès is transporting viewers around the world to experience time in different ways on their mobile devices.

The brand looked to various artists around the world to capture what time means to them using their smartphones to produce a film representation of the idea. The 24 videos symbolize the 24 hours in a day and leverage a mobile Web site that ties it all together.

Image credit: Hermès – Hermès' mobile site.

Join Luxury Society to have more articles like this delivered directly to your inbox

Users can scan a QR code or visit Hermès’ campaign site to experience the unique take on a film campaign. Viewers can select a variety of cities they wish to visit, where an analog clock will adjust to the time zone there.

For instance, users can select New York, causing the clock to adjust to the current New York time before transporting viewers to the film that represents the city. The film showcases a New York city street in the flat iron district, where a cartoon man is featured sitting atop a clock tower on the street.

Once the video ends, Hermès informs viewers when the next New York film will air and encourages users to travel to another city such as Buenos Aires. Once users click on the next city, a similar experience occurs.

Image credit: Hermès – Hermès' Paris film.

For instance, Buenos Aires showcases a woman entering a café and sitting down to drink coffee, which then becomes warped, with the footage bending in a circular frame.

Along with the film initiative, Hermès created a teaser short that shows a cartoon drawing of a woman overlayed on a video of a city street. She blows kisses with her hand, and each time her hand moves a street light countdown changes numbers.

Hermès marketing

Hermès also recently demonstrated how mismatched porcelain tableware can be chic and stylish.

As millennials move away from traditional tableware sets that tend to only be used for holidays, if at all, home interior brands have had to be creative to interest the demographic. In a series of other short videos, Hermès looked to spur interest in its Tie Set tableware line by presenting the collection as laidback and casual, unlike the usual association with high-end china.

Hermès also gave its U.S. online flagship a new look that brings together an editorial perspective and ecommerce.

Hermès’ new Web site was tested in Canada this summer and launched in the United States in October. While holding onto some of the playful personality traits that are hallmarks of its brand, the new digital storefront presents a cleaner, easily navigable browsing experience.

Cover image credit: Hermès – Time, an Hermès object.

Article originally published on Luxury Daily. Republished with permission.

Brielle Jaekel
Brielle Jaekel

Brielle Jaekel is Associate Editor at Luxury Daily, New York.

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