Steven Jos Phan
I served as ECD and Creative Technologist for Hermès' Silk Mix pop-up installation across multiple US cities. In the experience, we reimagined a record store in a uniquely Hermès kind of way.
The experiential space transformed the Madison Avenue boutique into a place all about browsing, listening, and discovering. Men's silk scarves illustrated record sleeves while ties adorned cassette tape covers — where the joy of selecting a scarf or tie mirrors that of playing a favorite record.
Born from a passion for music shared by Véronique Nichanian (Artistic Director, Hermès Men's Universe) and Christophe Goineau (Creative Director, Men's Silk), the installation featured runway show soundtracks spanning eight years of men's collections.
I - Concept
II - The Experience
III - Details
New York Times | Haute Living | GQ
Hermès Silk Mix
I served as ECD and Creative Technologist for Hermès' Silk Mix pop-up installation across multiple US cities. In the experience, we reimagined a record store in a uniquely Hermès kind of way.
The experiential space transformed the Madison Avenue boutique into a place all about browsing, listening, and discovering. Men's silk scarves illustrated record sleeves while ties adorned cassette tape covers — where the joy of selecting a scarf or tie mirrors that of playing a favorite record.
Born from a passion for music shared by Véronique Nichanian (Artistic Director, Hermès Men's Universe) and Christophe Goineau (Creative Director, Men's Silk), the installation featured runway show soundtracks spanning eight years of men's collections.
I - Concept
II - The Experience
III - Details
New York Times | Haute Living | GQ
Concept
Transform the traditional retail experience into an immersive record store where browsing silk becomes as tactile and personal as flipping through vinyl.
Each scarf is linked to an extract from runway show soundtracks. Each tie accompanies a track released in 2017. When you walk in, music is everywhere.
The Experience
The reimagined record store offers an array of scarves and ties either hanging on walls like records on picture rails, or stacked in crates LP-style. Move from one crate to the next as you browse Hermès designs.
After selecting a favorite style, visitors place their chosen record on a turntable for an interactive listening experience — the soundtrack of the collection brought to life.
To accomodate the massive
