Hermes at Hermès Maison Shanghai — Ride Dream Garden Winter Installation (2024)

Hermès Maison Shanghai hosted a winter window and entrance lighting installation by EJ Hill, turning its street-facing displays and entry into a themed pleasure garden.

The venue

Hermès Maison Shanghai is a multi-level luxury maison that combines retail salons with street-facing display windows and a ground-level entrance. The building sits in Shanghai and is normally used for product presentation, client appointments and seasonal visual merchandising. Its windows and entry sequence are the parts most visible to passers-by, making them the site for changing installations.

How the space was used

For the winter project, the maison’s women’s and men’s windows were given separate scenes: a carousel carrying an Arçon bag in one, and simplified ride tracks and geometric wheels crossing clouds in the other. At the entrance, a vertical loop roller-coaster lighting installation with pink tracks and a Pegasus-drawn car marked the Christmas switch-on. The displays directed visitors from street view to entry.

Why it works here

The maison’s street-facing windows and entrance are designed as a public-facing threshold, so seasonal installations can be seen without entering the store. A winter lighting scheme and window narrative fit the building’s role as a retail building that uses changing displays to mark the calendar and draw foot traffic along the street.