SPACE October 2024 (No. 683)
Le Monde d’Hermès kiosk at the Music Plaza of the Seoul Arts Center / Image courtesy of Hermès / ©Min Gaeul
Le Monde d’Hermès magazine / Image courtesy of Hermès / ©Min Gaeul
From Sep. 6 to 7, Hermès unveiled its Le Monde d’Hermès kiosk at the Music Plaza of the Seoul Arts Center. Drawing inspiration from the iconic Parisian newspaper kiosks, this space has captivated visitors globally since its debut in Prague in autumn 2021. After its stop in Seoul, the kiosk will journey to Athens and Vietnam, continuing its worldwide voyage of enchantment. The Le Monde d’Hermès kiosk offers copies of the Le Monde d’Hermès magazine, a biannual publication that shares the brand’s collections, philosophy, and distinctive aesthetic. First launched in 1973, the magazine collaborates each season with carefully curated writers, illustrators, and photographers. Published in 11 languages, with 600,000 copies distributed bi-annually, it captures Hermès’ annual theme, inviting contributors to explore it through their unique creativity and talents. The Fall Winter 2024 issue, inspired by this year’s theme, ‘The Spirit of the Faubourg’, delves into the magic of Hermès’ headquarters, located on Rue du Faubourg Saint- Honoré since 1924. Faubourg stands as an emblem of the house’s legacy, serving as a boutique, department store, museum, host table, garden, and studio—showcasing Hermès’ 16 métiers (product categories). It is a place where the visions of Émile Hermès, the brand’s second chairman, came to fruition, transforming the company from a humble harness workshop into a global luxury icon. The space, a labyrinth that defies explanation, is where all of Hermès’ dreams converge. The Le Monde d’Hermès kiosk at the Seoul Arts Center also spoke to ‘The Spirit of the Faubourg’ over two vibrant days. Visitors were greeted by the cheerful presence of ‘Mr. Kiosk’ and enjoyed a variety of interactive experiences. Some crafted intricate Hermès Pegasus origami, while others participated in quizzes to win bookmarks and other memorabilia. An ice cream cart offered refreshing treats, while a DJ and live band performance infused the plaza with lively energy. Le Monde d’Hermès kiosk was painted in the Hermès iconic colour, Hermès orange, adding a sense of both classicism and flamboyance. One element that particularly caught people’s attention was the finial decorating the hexagonal roof, in the shape of an equestrian figure. After departing Seoul, the Le Monde d’Hermès kiosk will travel to Athens and then Vietnam, continuing to engage with audiences worldwide.
