The first Brazilian Hermès Pop-Up Store merged design with technology and innovation to emotionally connect customers to the brand. Designing a store to a historically recognized brand means going beyond the shopping experience. 

The online world has changed the perception of offline retail spaces, showing the need to focus on the user and offer a place where he can identify himself. However, it is usually restricted in interaction to some products or installations. 

In the Hermès pop-up store, technology and affection married to truly create a bespoke architectural experience and this memory will remain in the customers’ hearts. Exterior and interior are connected through the translucent surfaces, inviting the visitor to interact with a digital wallpaper projected over the linen fluttering curtains. This interactive window transformed the brand’s iconic visual symbols into a responsive work of art that changes according to the customers’ emotions. Biofeedback sensors capture visitor’s data: one, located on a bench inside the store recorded heartbeats and the other, installed in the window, received the movements of people outside. Through generative settings the data was transformed into digital textures in real time resulting in dynamic surfaces that reflected the visitors’ sensations by experiencing the pop-up store. 

A sculptural exhibitor digitally manufactured in wood and mirrored on its exterior is the key element of the interior space and it was inspired by an iconic Hermès piece, the Birkin bag. The bag was named after the actress, model and singer Jane Birkin, interpreter of the song Je t’aime.. moi non plus, composed by Serge Gainsburg. The digital music file was used to create the exhibitor through parametric design (computationally created). The bass tones of the music manipulated the design of the sculpture, resulting in the exhibitor's organic volumetry. Analyzing the soundscape to generate architectural shapes is part of more than 10 years of research by Estudio Guto Requena. 

The wooden structure was manufactured on a CNC machine (Computer Numerical Control) and coated with mirrored automotive paint. The piece was divided into 4 moving parts that exposes the brand’s special métiers: new collection Carrés, Hermessence perfumery line, jewelry and belts. Using parametric design combined with digital fabrication is designing more sustainably. The computational process optimizes manufacturing by precisely defining the amount of material needed to produce the parts resulting in a minimal waste production. 

At Hermès Pop up store, the interior was designed with the aim of creating an elegant composition where the brand’s products stand out over the neutral colors of the environment. The layout is accessible for all and promotes the easy enjoy of space and products visualization. On the ceiling, the mirrored modules and micro-LEDs expand the dreamlike spatial perception of space.