• Client : Hermès
  • Concept : Edward Slater
  • Design : Massimo Marolda
  • Production Partner : Andy Knight
  • Photographs : Massimo Marolda


For the summer season of 2017, Hermès commissioned Tangent to design and produce window displays for its three major London stores and its Dublin store. Our concept depicted Hermès products in a scenario of imminent danger. Adversaries, such as scissors and needles, seemed to be on the attack, targeting the displayed products. The arrangements conveyed the idea that, fortunately, Hermès products were never defeated. Silk scarves gracefully dodged the enemies, while shoes elegantly repelled them. We envisioned a sense of soul and grace within these heroic representations of Hermès.