HERMES - MÉTIERS D’AVENIR -THE RE-CREATION OF CRAFT
SERVICE: Creative Direction, Concept work, Graphic Design, Strategy
CLIENT: HERMES
A cultural platform for the future of craft. Not to replace the hand, but to reimagine where it can go.A visionary Hermès initiative that goes beyond preservation— It celebrates, challenges, and reimagines traditional métiers in dialogue with contemporary minds, new materials, and evolving cultural narratives, starting with 3 core pillars.
PILLAR 1:
A client-facing experience available in key Hermès flagships. It is an invitation to reimagine, to preserve memory through metamorphosis and to give cherished objects not just a second life—but a new soul. Nothing is wasted. Everything carries forward.
PILLAR 2: A sculptural pop-up imagined in the spirit of Hermès, reshaped annually by artists, architects, and artisans around the world.
PILLAR 3: A cinematic, high-production docuseries, blending the emotional stakes of Drive to Survive, the wonder of How To Change Your Mind, and the intimacy of TED.
PILLAR 1: In store client immersive experience.
This experience will be looking at the concept of storytelling through stitching and form. Every Re-Craft object is more than a transformation—it is a tribute and personal stories are not just remembered—they’re threaded into the piece: A great-grandmother’s worn Birkin becomes a pair of gloves, with the phrase “From the hand that held me, to the hand that wears me” delicately stitched inside the cuff:
• Names, dates, initials, and phrases stitched or embossed into the new object
• Fragments—zippers, clasps, linings—are integrated whenever possible, as anchors of memory
• Clients can include handwritten notes, sketches, or family anecdotes to inspire the transformation
• Each Re-Craft piece is documented and added to the Hermès object archive—an emotional record of evolution
PILLAR 2: Pop-up re-craft HERMES museum
This pop -up is an ever-changing Installation, a living study of craft. Each edition invites artists to explore the ethos of Hermès—care, slowness, precision, poetry—and to express it through their own medium. Viewers can experience Re-Crafted Hermès Objects displayed like relics of time, sensory rooms, digital archives, artist-led performances and more.
PILLAR 3: A high-production Netflix docuseries
The cinematic, high-production docuseries looks at establishing Hermès not just as a brand, but as a cultural custodian of making. It revives public desire for the handmade and makes the invisible genius aspirational again. Each episode explores one craft, one material, one emotion—with an Hermès artisan + a creative guest (e.g., a poet, designer, or even an athlete).
IMMERSIVE EXPERIENCES: Where dining becomes creation
A multi sensory experience where every table is a studio, every plate, a palette. Your journey begins with a white linen tablecloth — blank, but waiting. Brushes, ink, and imagination are your tools. Sketch your own motifs, paint alongside artisans, and leave your mark, quite literally, on the table. While you create, a menu unfolds — poetic, local, symbolic. Each dish inspired by the equestrian heritage and material beauty of the maison. Each bite a celebration of season, place, and meaning.
