Hermes at Maison Hermès Shanghai — Hermès Spring/Summer 2022 Preview (2022)

Maison Hermès Shanghai hosted a one-day preview of the brand's Spring/Summer 2022 collections, arranged across four themed zones.

The venue

Maison Hermès Shanghai is the brand's own house on Huaihai Middle Road, in the central shopping stretch of the former French Concession. The building combines retail floors with interiors, a rooftop garden and event rooms, and is normally used for selling and for staged presentations rather than for external hire. Its rooms are domestic in scale and finished in the brand's own materials, so displays sit within existing architecture.

How the space was used

For the preview, the house was laid out as four sequential zones — Outdoor, Lightness, Duplication and Geometrics — each treated as a station on a route through the building. Products were distributed across these rooms instead of being gathered in one hall, so visitors moved from space to space, meeting colour, texture and shape in separate settings linked by the seasonal theme.

Why it works here

Because the house is brand-controlled and domestic in scale, it can be re-divided into rooms without competing architecture. A preview that depends on sequence and contrast works better here than in a neutral hall, since circulation is already compartmentalised and each zone can be dressed independently.