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Hermès’ business is booming. Its windows are still a key to its success

BOOKMARK ARTICLE
Harnessing the power of illustration, artist Serban Ionescu has brought his whimsical vision to Hermès’ shop windows in Amsterdam. - Courtesy of Hermès
Large amorphous forms in orange, green and blue loom from the Hermès windows on Amsterdam’s P.C. Hooftstraat, composing an ‘enchanted cityscape’ straight from the mind of Serban Ionescu. - Courtesy of Hermès
Known for his colourful, fantastical sculptures, Ionescu was asked by Hermès to conceive a windowscape based on the luxury brand’s 2025 theme ‘Drawn to Craft’. - Courtesy of Hermès

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Harnessing the power of illustration, artist Serban Ionescu has brought his whimsical vision to Hermès’ shop windows in Amsterdam. 

Key features

Large amorphous forms in orange, gre

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