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SCMP Style Reporter

Hermès has raised the quiet-luxury bar for designer retail in West Kowloon. With the reopening of its renovated store at Elements, the house has expanded and rethought a space it first opened in 2009, using Chinese cosmology and mythology as a loose framework for a very contemporary piece of retail design.

From the mall concourse, the facade signals a shift in tone. Cloaked in a wall of feather‑shaped ceramic tiles, it catches the light like the plumage of a phoenix, according to its designers – a nod to rebirth as much as to mythology. Large windows frame pastel‑pink horses leaping through giant books illustrated with fantastical landscapes by French artist Claire Detallante. It is an image of movement and storytelling beyond the usual shop front display.

Inside the main entrance, the visual language changes again. Warm tones, Grecques lighting and the house’s ex‑libris heraldic emblem set the rhythm, while a Faubourg mosaic floor runs like a narrative device from the silks through home collections to an intimate jewellery and watch area at the back of the store. Underfoot, the colours shift from earthy, woody shades into metallic and aquatic ones, with a tortoiseshell‑effect ceiling and blue walls quietly signalling a more private zone.

The store is organised along two lateral axes. To the right, the perfume, beauty and leather goods areas are underpinned by pink silk and lacquered wood, leading to an expansive women’s ready-to-wear space.

To the left, pale-blue stucco and trompe l’oeil carpets in fiery chromatics offset the men’s section. Designed by Parisian architecture agency RDAI, the interior uses an elemental palette, a grid ceiling and textured walls to balance clear structure with tactile detail.

Artworks abound, courtesy of the Émile Hermès collection and the Hermès Collection of Contemporary Photographs. A flamboyant silk carré, Plumes en Fête, by French designer Aline Honoré, hangs opposite Monstera Leaf II, a stark botanical photograph by Italian-American conceptual artist Luciano Perna, while Cheval, a mixed-media work by contemporary French artist Denis Polge, is one of several pieces that return to equestrian motifs and the house’s origins.

The result is a light‑filled store that comes across as thoughtful and welcoming: a space where clients – long-standing and new – can experience the house’s full range in surroundings that underscore Hermès’ appetite for good design.


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Style Edit: Hermès reimagines its Elements store with myth and movement

A phoenix feather-inspired facade graces the outside of Hermès’ Elements store in West Kowloon, Hong Kong. Photo: Handout

The maison area at Hermès Elements in Hong Kong, designed by Parisian agency RDAI. Photo: Handout

The entrance to Hermès’ Elements store, in Hong Kong’s West Kowloon. Photo: Handout

The jewellery and watch area at the renovated Hermès Elements store. Photo: Handout

The womenswear area at Hermès’ Elements store. Photo: Handout

Hermès Elements’ menswear area. Photo: Handout

The scarf area at Hermès’ Elements store. Photo: Handout

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The maison’s revamped boutique in West Kowloon layers phoenix-inspired ceramics, stylish salons and curated art into a calm, fable-inspired setting


The maison’s revamped boutique in West Kowloon layers phoenix-inspired ceramics, stylish salons and curated art into a calm, fable-inspired setting.


Style Edit: Hermès reimagines its Elements store with myth and movement

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}The maison’s revamped boutique in West Kowloon layers phoenix-inspired ceramics, stylish salons and curated art into a calm, fable-inspired setting

The maison’s revamped boutique in West Kowloon layers phoenix-inspired ceramics, stylish salons and curated art into a calm, fable-inspired setting