The new transparent Hermès store in Amsterdam lifestyle
The ‘Crystal Houses’ by MVRDV house a new tenant: the prestigious French fashion and accessories company.
A renewed and futuristic commercial image in Pieter Cornelisz Hooftstraat, the ‘golden mile’ in the capital of Holland. Both surprising and mimetic with the environment.
It looks like one of the ice constructions in Lapland, but it is not. It is made of glass and is a part of the new facade of the Hermès flagship store in Amsterdam. The Parisian luxury company has moved to PC Hooftstraat with a great architectural commitment: the Crystal Houses by MVRDV. The Dutch studio, which is a pioneer in these types of constructions, has built a unique facade made of glass combined with terracotta bricks for La Maison. Although the front, in its upper part, shows a reproduction of the traditional houses in the area, it is slowly fading away and it is replaced by a glass replica which allows the interior development to be examined.
The new Hermès flagship store project in Amsterdam meets the demands of the initiative to make the city the epicentrepicentre of unique and distinctive luxury stores. All of this without compromising the historical character of the city through buildings which blend in with the environment.
The building challenge by MVRDV
The Crystal Houses were installed in Amsterdam in 2016 through a temporary store which was designed for Chanel. The challenge of a glass facade led to some thorough research by the MVRDV studio coworking in collaboration with TU Delft, the ABT engineers and Wessels Zeist. The result of its synergistic work was an impressive facade, unique in the world; efficient, recyclable and highly safe and resistant. With regard to the new Hermès flagship store, located in the same place, improving the building was opted for. A blind wall which was installed on the first floor was removed, therefore enhancing the effect of transparency.
With regard to its interior layout, overseen by RDAI and Bureau de Binnestad, the boutique has two levels and a mezzanine which portray the historical charm of the city’s buildings. Throughout its 620m2 open and cosy design, the most exclusive Hermès collections play a leading role, such as: silk items, home decor, perfumes, jewellery; the iconic accessories of the company.
Can one imagine better wrapping for a Birkin?
Pictures by © Daria Scagliola & Stijn Brakkee