Hermès Boosting Store Size At The Shops at Crystals
Hermès USA on July 20 will unveil an expanded retail space at The Shops at Crystals in Las Vegas, a two-level, 13,000-square-foot statement that’s nearly three times as large as its existing 4,600-square-foot location and will feature an expansive display encompassing Hermès’ 16 metiers. The unit will have signage on the Crystals building.
Like other luxury brands, Hermès operates multiple locations in Las Vegas, where some visitors tend not to leave their resorts, which each have their own client base. Hermès units are also located at the Encore at Wynn Las Vegas and Bellagio Las Vegas Resort and Casino.
“Las Vegas represents an important market for the house,” said Robert B. Chavez, president and chief executive officer of Hermès USA. “A growing population of local residents, along with both international and domestic tourists, provide a dynamic client base for Hermès’ three [Las Vegas] locations. The enhanced boutique space will present an unprecedented selection for our clients with a special focus on customized service.”
Hermès has been opportunistically enlarging units at the King of Prussia Mall in King of Prussia, Pa., and Ala Moana Center in Honolulu as space becomes available.
Hermès’ store at The Shops at Crystals was designed by Parisian architecture agency RDAI with the idea that the house’s contemporary spirit is represented by the space and its emphasis on light, volume of space and comfort. RDAI played on the architecture of The Shops at Crystals by illuminating the Hermès store with sheets of glass and metal.
Floors are made from a combination of Hermès’ herringbone mosaic tile and terrazzo. A faceted oak wood entrance has a double-height display window, while the perimeter of the store is accented by slanted vertical wood fins. Hermès’ areas of men, women and home are displayed in dedicated salon environments.
The women’s silk collection is displayed like paintings in a gallery, making each design fully visible. Consumers can experiment with Hermès’ parfum collections at a fragrance counter, while the brand’s fashion accessories can be mixed and matched at a horseshoe-shaped counter bar with high stools.
The Hermès equestrian offering, comprised of contemporary apparel, technical equipment and accessories for rider, horse and stable, will be offered at the Crystals location. Toward the back of the store, a large lounge serving the men’s universe of products includes ready-towear, belts, shoes, hats and gloves.
The Shops at Crystals features luxury retailers such as Balenciaga, Dior, Christian Louboutin, Dolce & Gabbana, Fendi, Ermenegildo Zegna, Louis Vuitton, Tom Ford and Versace, among others. Simon Property Group, which owns the center, said sales are up 12 percent year-to-date, and that the majority of tenants at The Shops at Crystals are experiencing double-digit sales increases compared with last year.
The French luxury house is keen on growing the size of successful stores.