TEXTILE DREAMSCAPE FOR HERMÈS NEW WINDOW DESIGN BY SIMONE POST
words by FRANCESCO PIZZUTI
Hermès’s window just turned tactile and dreamy with the new Simone Post spring design. The already heavenly glass brick façade on P.C. Hooftstraat 94 will, from now until May, invite us into a miniature universe of art and textiles; a tiny world that invites the viewer to enter, look, and get lost in its kaleidoscopic hues and open horizons.
The installation marks a fresh era for the store, in line with the House’s 2026 theme “Venture Beyond (L’appel du large)” already teased in January by the website’s redesign by illustrator Lina Merad, which featured hand-drawn illustrations.
Now, inside the windows, three distinct sceneries unfold like pages from a textile fairytale, portraying a fantasy world taken by the sea breeze, with waves, rocks, and trees. One window transports us into a wavy ocean; in another, a lush foliage fills the scene, as a towering willow tree emerges.
As visitors embark on this “Venture Beyond” journey, treasures reveal themselves, nestled within Simone Post’s blooming terrains. The Sautoir Chaine d’ancre Alea II necklace glints from within a nest of coiled textiles, while the Kelly Hobo Mini bag appears in a flash of vivid purple, waiting to be discovered as our gaze floats from scene to scene.
Hermès pieces are integrated into this art world seamlessly, modelling themselves around and within the textile dimensions as if they’ve always belonged there. A signature green tie curves into the contour of a tree; two Hermès brushes become the rungs of a delicate ladder.
The ladder motif recurs throughout this dreamscape as a quiet symbol of entry and invitation into this dreamscape. Step in. Climb higher. Stay awhile.
Crafted entirely from upcycled textiles, Simone Post’s work tells an infinite story, playing with our inner child through boundless painterly surfaces and forms that bend perception and move beyond scale.
Through the tactility of Simone Post’s art, Hermès found the perfect way to draw its visitors into the magic of texture and color. The new window becomes an odyssey, a warm and cosy place to let our imagination wander.
