Parisian luxury brand Hermès is embracing the digital age in a new installation at Selfridges in London.
8 Ties coincides with the heritage brand’s A/W 2012 collection of patterned neckwear, comprising digitally inspired motifs and symbols. The 8-meter long projection wall features animated and abstracted interpretations of the tie prints, such as USBs, cable jacks, and pixelated computer technology.
Paris-based artist Miguel Chevalier has designed the installation, currently housed on the first floor of the menswear department until early December. Chevalier has enlisted the help of Milanese composer Jacopo Baboni-Schilingi for the musical score, which is activates and changes when nearby visitors are detected.
Visit the Hermès microsite Knot What You Think to see the shopable A/W collection, including interactive 8-bit animations, product inspiration and history. 8 Ties is on display through December 2. – Samantha Fox