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A complex challenge that required meticulous work: bringing the African savannah to the windows of Hermès boutiques in Spain. The INSTORE team took the control of the project to bring the real protagonists to life: gazelles, rhinoceroses, monkeys, giraffes, lions and elephants were part of the city’s most emblematic streets.
After overcoming every obstacle along the way, we managed to create spectacular, creative window displays that left no one indifferent. Perfection is what the team was looking for in this project and without a doubt, we achieved it.
We started this long journey by laying the foundations meticulously. We started the project by following to the letter the innovative design that Marcel Van Doorn proposed for the shop windows. The Dutch artist was inspired by the sunsets of the savannah, its warm colours and the majestic fauna that inhabits it. The product did not shine as the protagonist, on the contrary, the aim was to highlight the setting in order to attract the viewer’s attention.
Our team got down to work; the production and installation was carried out entirely in our carpentry and painting departments. From the 3D animal puzzles brought to a large size, to the back panels that frame the final result, we created them in a handcrafted way.
We started with Van Doorn’s 3D designs. Once we had studied them, plans of animals were purchased to create the models. Here the first challenge arose: the size of the pieces in the design was much smaller than in reality, the problem was in the scale. We quickly found a solution; we resized the thicknesses of the pieces and found the perfect size. The classification of the pieces and colours was another important challenge, a meticulous referencing plan was followed as we had a large number of pieces.
Once everything was organised, each piece followed the same process, first in the carpentry department they were cut with the numerical control machine. Then it went to the painting department where it was coloured. Some pieces had sandy textures, these were created by hand, placing the sand and then painted. Metal reinforcements and frames had to be fabricated on the laser cutting machine for later installation. All this work was done by hand. Finally we achieved the perfect composition; everything was ready for passers-by to enjoy the warmth of the savanna.
The variety of elements developed using wood as a raw material was fundamental. The result was a balanced, elegant and exotic composition. This material allowed us to mould different volumes creating very original shapes.
Warm colours, plays of light and colour, sandy textures and paintings with colour scales were the details that, in a subtle way, created depth in these 3D shop windows. Providing a sensation of realism and astonishment to the passer-by.
The depth achieved thanks to the installation of different layers and shapes turned the shop window into a stage where the wooden animals, created in 3D, shone with their own light.
Warm oranges, dark reds, yellows and browns brought the project to life. Finding the perfect shade was key, as it is very representative of this type of climate. Thanks to this, we were able to create windows that were recognisable to everyone.
Bringing African soil to Spain was a big challenge. Once we had tried a multitude of sands, we found the right one. It was integrated into the figures by hand, creating different textures and simulating the landscape.
Each piece is unique. Each one was produced with the greatest possible care and detail. A handmade and meticulous work. Perfection is what we were looking for in this project and we certainly achieved our goal.
After 2,500 pieces and 70 animals, the moment of truth arrived: the installation. The transport was complex, we were dealing with a multitude of figures and their respective references and the installation was not far behind, we had to play with the spaces, we had too many figures and a reduced shop window. We managed to give the sensation of depth with the back of the window, produced in the same way as the animals.
When the assembly team had finished their work, all the pieces of the puzzle fitted together perfectly. Every Hermés façade transported you to a different world, a place far away but unique and special… Savanna.
El entorno en el que pensaba era la sabana con sus animales, los tonos rojo oscuro y naranja cálido que crean un ambiente cálido como una puesta de sol. Estos colores son muy cálidos y también nos recuerdan a la caída de hojas en esta época del año. Los cálidos colores otoñales utilizados con los animales de la sabana y la jungla te dan una sensación exótica.
Como tenemos una profundidad limitada en los escaparates, quería usar una decoración con 3 capas de formas curvas para crear un entorno 2D / 3D y crear más profundidad con colores y luz. Se pueden ver los marcos rectos de las diferentes capas en el lateral, como si los escaparates estuvieran enmarcadas para crear la sensación de mirar dentro de una caja.
También jugando con luces (led) y usando tiras de pequeñas luces entre las 3 capas podíamos crear un ambiente misterioso.