Collaboration of Luxury Houses with Homegrown Artists on the Rise
Luxury brands are increasingly recognizing the importance of thinking “glocal” when targeting markets like India. One notable trend in recent times has been the surge in collaborations between luxury houses and local artists. French luxury house Hermès, known for its commitment to the fusion of fashion, craft, and culture, has been a prominent player in this space. While the brand’s roots lie in equestrian heritage, its support for art has been a core pillar of its identity. This is evident in its unique window displays, where selected artists are commissioned to transform the storefronts into captivating canvases that captivate onlookers.
Hermès’ Artistic Windows: A Whimsical Fusion
If you happen to visit Hermès’ new store in Mumbai’s Jio World Plaza luxury mall, you’ll have the opportunity to witness one such creative collaboration firsthand. The latest window display has been brought to life by the talented sister duo, Aashika and Tanishaa Cunha, known for their mosaic artistry showcased in prestigious locations like Ala Moana Centre in Honolulu, Hawaii, and Elephant Parade. Drawing inspiration from Hermès’ iconic store on 24 Rue du Faubourg Saint-Honoré in Paris, the sisters have ingeniously employed the ancient technique of hand-cut glass mosaic to craft a joyous fairground behind the store windows.
Over 1,200 hours and 36,000 tiles from India and Italy later, the result is a mesmerizing window installation that transports viewers to a fantastical realm inspired by the brand’s architectural legacy. Striking visuals like a ferris wheel entwined with a stairway and a gilded ironwork elevator adorn one window, seamlessly flowing into the next with connecting stairways and archways. A brightly illuminated carousel featuring horseshoe-inspired seats pays tribute to classic fairground elements, reimagined through Hermès’ artistic lens.
This collaboration underscores Hermès’ commitment to supporting artistic endeavors, having previously collaborated with renowned artists such as Sumakshi Singh and Rooshad Shroff. The recent partnership with the Cunha sisters holds particular significance due to the prevalence of mosaic art in Hermès stores worldwide. By integrating elements like the ‘H deco’ pattern and the ‘chaine d’ancre’ motif into their mosaic design, the sisters have successfully captured the essence of the brand’s heritage in a joyful, geometric display.
Artistic Craftsmanship Takes Center Stage
The meticulous process of bringing this vision to life involved digital explorations, intricate drawings, and color selection for the vitreous glass tiles, which were meticulously hand-cut and arranged on a cement sheet. The sisters’ keen eye for detail and their commitment to showcasing beauty in curves elevated the project to new heights. By infusing Hermès’ signature motifs into their mosaic creation, Aashika and Tanishaa successfully merged craftsmanship with creativity, aligning with the brand’s DNA.
The immersive window installation by the Cunha sisters will be on display at the Hermès store in Jio World Plaza, Mumbai, until October 15. This collaboration not only celebrates the fusion of art and fashion but also pays homage to Hermès’ rich heritage and commitment to supporting artistic endeavors. It serves as a testament to the brand’s unwavering dedication to creativity and craftsmanship, inviting viewers to embark on a visual journey through a whimsical world of artistry and imagination.