Photograph by Frank Oudeman
Hermès, the almost 200-year-old brand known for its leather goods, ready-to-wear clothes, and iconic Birkin bag, opened at Phipps Plaza over the weekend. The new space highlights the brand’s 16 metiers, or categories of craftsmanship, such as equestrian items, handbags, silk, fragrances, and home furnishings, to name a few. The store moved from the Buckhead Village District to Phipps in a matter of days; according to Hermès U.S. President Diane Mahady, the new, larger space allowed the brand to create a layout more conducive to shopping, browsing, and socializing.
After 15 years away from a Buckhead mall (it left Lenox Square in 2009), the new boutique is in a prime position, anchoring the corridor across from Nobu and the Green. To the far left are home goods, handbags, leather goods, and saddlery, including chic dog leashes, beds, and bowls. The middle of the store highlights silk and textile items, plus jewelry, fragrances, and beauty, a category Hermès introduced in 2020. Finally, the right side of the store is dedicated to men’s and women’s ready-to-wear, a fine jewelry and watches salon, and a circular shoe area to emphasize what Mahady says is a fast-growing portion of the brand’s business.
Photograph by Frank Oudeman
Color is on full display, with many iconic items available in shades such as hot pink (rose extrême), cerulean (new bleu jean), and a dusty lavender (mauve pâle). Mahady says the bold palate is designed specifically for Atlantans; each Hermès location has the authority to curate its items to cater to its customers’ preferences, with no two stores alike.
The space’s design includes a facade with terracotta bricks arranged in a gradient pattern loosely inspired Georgia’s red clay and canyons. Art and photographs from the Émile Hermès Collection and the Hermès Collection of Contemporary Photographs dot the store. Finally, a collaboration with French artist Lena Hilton provides large backdrops for each portion of the store. Layered with paint-splattered gradients, they are meant to mimic the energy of Atlanta.
Photo courtesy of BFA
To complete the boutique’s opening, a cocktail party was held at the new location. Then, an afterparty transformed Pullman Yards into the Hermès Stable Club. A grand exterior set the tone, with party guests lining up to take photos with the sculpture and signage. Inside, a lush and vaguely tropical theme included several lounges, cafe tables, art installations, and a very long line to have artist Jessica Durrant draw each person in horse caricature. Notable attendees included actors Lakeith Stanfield and David Harbour, as well as columnist Chris Black. A performance by hip hop artist Tierra Whack was the cherry on top.
Photo courtesy of BFA
The celebration was certainly splashy, demonstrating Atlanta’s importance to luxury brands. It was also a coup for Simon Malls, which has steadily been attracting luxury brands over the last few years. Last year, Michelle Smart, vice president of leasing at Simon Property Group, confirmed that Phipps Plaza and Lenox Square both have waiting lists. Exciting new openings happening soon include Loewe, The Webster, and a new Rolex boutique.
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