Hermès Melbourne: A New Classic

Occupying a covetable corner in Melbourne’s French Quarter, the Hermès flagship on 71 Collins Street is another beautifully cultivated boutique experience designed by RDAI.

A great comment was made at the recent unveiling of the newly renovated Hermès flagship boutique in Melbourne: “At Hermès, they like to keep their addresses.” It’s a fairly modest boast, one that proudly nods to the fact the maison has occupied its iconic 24 Faubourg location in Paris since the 1800s. But it also speaks to Hermès’ respect for both history and heritage. Paying homage to these elements while still bringing the store into line with a more contemporary experience was of utmost importance in the overhaul of 71 Collins Street, says Denis Montel of French architectural firm RDAI. “The work we did was more of a renovation, an extension, because the store was already there,” explains Montel. “We want to bring something really new, something really fresh in this environment.”

This renovation sought to honour the corner building’s classic heritage-listed European features while introducing modern elements that align with the Hermès aesthetic.

This renovation sought to honour the corner building’s classic heritage-listed European features while introducing modern elements that align with the Hermès aesthetic. This delicate balance between old and new is immediately evident as visitors step into the transitional space that bridges the bustling city streets with the store’s intricate interior. Traditional Grecques lighting fixtures and the iconic Faubourg mosaic greet you as you enter, setting the tone for what lies beyond. Inside, the design takes on a more organic and immersive feel.

The ground floor is dominated by verdant hues, with men’s and women’s silks, fashion jewellery and perfume displayed in a lush, green cocoon adorned with leaf motifs. The use of natural wood and bespoke fabrics in varying shades of green evokes being enveloped in a tropical rainforest, contrasted with classic tones of beiges, ochres and whites throughout the store. Floral patterns and organic motifs are also subtly integrated into the design.

The ground floor is dominated by verdant hues, with men’s and women’s silks, fashion jewellery and perfume displayed in a lush, green cocoon adorned with leaf motifs.

As you move deeper into the store, the space transitions seamlessly into a more intimate setting. There’s an alcove featuring a woven pattern carpet inspired by the native Australian eucalyptus bark. This space showcases Hermès’ renowned leather goods, watches and jewellery collections, seamlessly blending the natural with the luxurious.

The staircase at the back of the store anchors the equestrian universe – a nod to the maison’s origins. The first floor then transitions into warmer tones of orange, ochre and pink, and houses the ready-to-wear collections along with the maison’s homewares offering.

One of the most striking aspects of the boutique is its emphasis on natural light. The unobstructed arched windows enhance the connection between the store’s refined interior and the vibrant city. “I can’t perfectly describe the sky [in Melbourne], but it feels distinctly European,” says Montel. “We love natural light in our stores. We never close the windows because this light brings the feeling of life [into the store]. You live with the rhythm of the day, whether it’s sunny or raining or nighttime.”

Montel’s design also addresses the challenges posed by the building’s layout. With numerous columns, walls and other constraints, the team worked meticulously to maximise a sense of flow. The result is a series of “pockets of space”, each offering customers a different experience. These “pockets” allowed Montel and his team a chance to flex their imagination: how to maximise the sensation of space within a series of smaller spaces. “It’s always better to have constraints than a white page,” he says. “There were some limitations, of course, but not much difficulty.”

As you move deeper into the store, the space transitions seamlessly into a more intimate setting.

The space is enriched by contemporary artworks from the Hermès collection, including Portrait of the Scorpion Horse by English painter Francis Sartorius and the window scenography The Faubourg Enchantery created by French artist Hubert Crabières.

Montel also emphasised the humanistic aspect of Hermès’ retail philosophy. “It’s interesting because we make a lot of effort when designing Hermès stores to ensure they don’t feel like a retail environment,” he notes. “What we have in mind is not a notion of selling products; it’s more about asking ‘how do you feel?’” This philosophy is evident here, where the design creates a tactile and emotionally resonant experience.

The result is a series of “pockets of space”, each offering customers a different experience.