HERMÈS INVITES UNFOLD DESIGN STUDIO TO CREATE THE SPRING WINDOW DISPLAY, P.C. HOOFTSTRAAT
This spring, Hermès invited Unfold to explore its windows on P.C. Hooftstraat 94. Guided by the Parisian house’s 2023 theme, “Astonishing Hermès!”, the artists delve into the dynamic motion of craftsmanship, which is at the heart of Hermès’ DNA.
Unfold’s narrative navigates the impetuous joy of an everyday moment, where new adventures blossom from small movements and streams of wonder appear through optical illusion on multiple scales. Made entirely from paper by hand, and computer-generated scaffolding structures, the installation recreates the façade of a seventeenth-century Amsterdam town-house, 3D printed nylon connectors, to dive into a cinematic world beneath: an homage to the city and the building’s very own historical poetry.