Hermès opened a temporary store and mobile boutique at the Isetan Shinjuku store on July 30th in preparation for the November 1st renewal of its boutique on the first floor. The temporary store is located on the fourth floor of the main building, at The Stage #4, and in the park. The mobile boutique will also appear within the Isetan Shinjuku store approximately once a month. The fourth-floor store offers not only ready-to-wear, but also shoes, bags, leather goods, watches, jewelry, fragrances, and towels. Hermès' first bath line, Le Bain Hermès, also launched on the same day, with a series of shower gels, body lotions, and soaps. In addition, paintings and objects from the Emile Hermès Collection in Paris, as well as manga by manga artist Yuichi Yokoyama, will be displayed inside the store and in the windows. Above the women's wear racks is a painting of "The Duke and the Tiger (a carriage and attendant)," which embodies the spirit of the house, along with Yokoyama's interpretation of the painting.
The first mobile boutique will be located on the second floor of the main building, The Stage #2, until August 25th. This time, it will mainly feature the house's iconic scarves, "carrés," and accessories such as enamel bracelets. Visitors can touch and see items such as silk carrés (¥49,000), large cashmere silk pieces suitable for spring and summer (¥141,000), and the new silk bandanas (¥24,000). The bandanas, in particular, are displayed prominently in the VP space facing the façade, creating an eye-catching display. Additionally, torsos will be wearing the carrés in various styles, including as pareos and haori, suggesting styling ideas for the carrés. The second floor is primarily dedicated to brands aimed at a younger demographic, but Hermès said, "By offering casual offerings, we hope to make Hermès more accessible to those who have had few opportunities to experience its products." The mobile boutique will be located in the women's shoe section on the second floor of the main building from September 3rd to 30th, and on the first floor of the men's building from October 1st to 28th. The store design was handled by architect Hideyuki Nakayama, who also designed the Christian Bonnefoy exhibition at Maison Hermès Forum in Ginza. Inspired by Japanese woven craftsmanship, the theme of the design is "setting up camp." The design features a texture resembling woven wood and fabric, creating a rough, open feel. The first-floor boutique, currently undergoing renovation, will be surrounded by a temporary enclosure featuring a manga by Yuichi Yokoyama. The manga depicts the story leading up to the reopening, and the content will be updated as the construction progresses. The manga was released on July 31st. The newly renovated store will be designed with the keyword "mobile" in mind, and will express the worldview of men's, women's and lifestyle items.
