Her­mès Boost­ing Store Size At The Shops at Crys­tals

WWD Digital Daily - - Wwd - BY SHARON EDEL­SON

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.

The Shops at Crys­tals.

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