A new event began on December 9th at the Hermès Gion store (570-8 Gion-cho Minamigawa, Higashiyama-ku, Kyoto), which opened for a limited time in November on Hanamikoji Street in Gion, Kyoto.

Until July 31st, 2017, the Hermès Gion store will showcase the spirit and worldview of Hermès craftsmanship in various forms according to the seasons and occasions. At the store's opening in November, an event called "HERMESMATIC" was held, focusing on Hermès' iconic scarves, the "carré." The second event, "WINTER TIME," is based on Hermès' annual theme of "nature."

The Hermès Gion store has undergone a complete redesign since its grand opening. During the "HERMESMATIC" event, a large tree has grown in the center of the store, where the washing machines for carrés used to be installed, transforming the store into a forest. Combined with the warm orange light of the lamps hanging from the ceiling, the space feels like a fantasy, transporting you to a fairy tale.


Tree branches and leaves extend beyond the glass facade, even reaching all the way to the second floor, creating a lush, lush grove. At the end of the grove is Studio Photo, a digital photo booth shaped like a giant car. "Studio Photo" offers a service where you can take a photo wearing the "Bride de Gala" scarf against the backdrop of the new Hermès 2017 Spring/Summer "Bride de Gala Tattoo" design. You can then print it out or have it sent to your smartphone by entering your email address. You can also tie red or white strips of paper to the bushy branches, writing your wishes, thoughts for loved ones, or New Year's resolutions. The number of strips will increase with the number of visitors during the event, and the tree growing from the first floor will grow daily thanks to the thoughts of those who have passed on. Also available exclusively at the Hermès Gion store and online boutique is the "Bride de Gala Love" (¥52,000), a heart-studded version of the popular "Bride de Gala" scarf design. And as a special gift, this scarf will be presented in Hermès' first-ever "heart-shaped" orange box.