The Parisian luxury house will set up shop in the Grande Halle de la Villette in a few days for an unprecedented cinematic event.
The 2022 Hermès theme puts on a show.
At the start of the year, Hermès revealed that it had chosen “Long live lightness!” as the red thread of its 2022 season. As this annual theme draws to a close, the house intends to celebrate it with an exclusive event.
Presented for the first time last June in Japan, “La Fabrique de la Légèreté” takes the form of a show imagined by the director Jaco Van Dormael and the choreographer Michèle Anne De Mey, in collaboration with the dance company Astragalus.
Announced for the end of October in Paris, this creation will focus on seven paintings echoing Greek mythology and more particularly, the seven foals of Pegasus.
On the program: new sets brought to life by various disciplines such as dance, circus, music or object theatre, all enhanced by light effects and projections.
While the Hermès house is also announcing a choir of Kelly bags or even a flight of gloves, these sketches should further reinforce the brand’s personification strategy, like the bias adopted in its latest series of podcasts. .
“The Factory of Lightness” will be presented in Paris from October 21, free access by reservation within the limits of available places. Other dates will soon be communicated internationally.
Hermès – The Lightness Factory.
From October 21 to 28, 2022 – Closed on October 24.
1:30 p.m., 3 p.m., 6 p.m., 7:30 p.m.
Grande Halle de la Villette, 211 avenue Jean Jaurès, Paris 19.
Free admission on reservation from September 21 at 10 a.m. on the dedicated page.