Dutch artist Levi van Veluw has designed a spectacular window installation for the Hermès boutique at 690 and 691 Madison Avenue in New York in response to the luxury house’s 2016 annual theme, “Nature at Full Gallop.”
Created as part of the ongoing “Vitrine D’Artiste” artist window program, the installation is also a celebration of the launch of Hermès’ latest fragrance dedicated to men and women, Galop d’Hermès, by in-house perfumer Christine Nagel.
Continuing his ongoing exploration of the connection between order, chaos, and alienation, van Veluw has crafted an installation based on the concept of creating three dimensional wooden interpretations of Hermès scarves.
According to the artist, “the scarf is timeless and possesses many of the elements and themes I work with. Therefore, it was very logical to use these for inspiration. I created my own patterns and shapes to make very sophisticated layered windows.”
Van Veluw’s evocative and richly ornate artworks feature intricately carved wooden elements, including geometric shapes, beads, filigree, and grids, integrated with materials and shapes inspired by objects of jewelry, horse bits, and other accessories from the Hermès collections.
Taking inspiration from the equestrian tradition of Hermès scarves, van Veluw has transformed the signature motifs, materials, and symbols that characterize the brand's instantly recognizable and iconic aesthetic and style into spectacular, multi-layered abstract creations.
Van Veluw says that his ambition was to make artworks that are fully integrated with the Hermès products, not just artworks with products inside. He has achieved this by transforming the shapes and materials of the products into an abstract installation.
“Making windows for Hermès is an exception for me,” van Veluw explained in a statement. “Normally, I only work as an autonomous artist creating exhibitions and show work at galleries. But the two projects I did for Hermes are important for me.”
“It’s exciting to create strong visual installations for windows that look like giant view boxes. It’s a totally different environment compared to a white cube at a museum or gallery – that makes it interesting for me,” he added.
Van Veluw’s window installations are on show through November 19 at Hermès, 691 Madison Avenue, New York, NY 10022 and Hermès, 690 Madison Avenue, New York, NY 10022.
