Hermès amsterdam
reveals spring window
with art by serban ionescu

The Art of Window Displays

Window displays are more than decoration—they are a brand’s first chance to tell a story. In a world where we constantly capture and share what catches our eye, a striking display creates a moment worth remembering. When brands treat their windows as artistic statements, they do more than sell a product—they build an emotional connection with their audience, turning passersby into engaged viewers.

A Playful Perspective

This season, Hermès Amsterdam brings this idea to life with a bold installation by Serban Ionescu. Inspired by sketches from his archive, Ionescu transforms the storefront into a playful world of color and movement. His sculptural forms feel dynamic, as if they might rearrange themselves overnight.

Capturing the display was effortless—the bold shapes and vivid colors pulled me in, much like how we gravitate toward art that sparks something familiar. “Serban’s work instantly transported me back to childhood, when drawing and imagination turned into sculptural worlds of their own.”

Beyond the Glass

More than a showcase for luxury, this display proves that art in retail deepens the relationship between brand and client. In an age where everything is captured, shared, and reshaped through the lens of experience, a compelling window invites people to stop, engage, and connect. By turning a window into an artistic moment worth capturing, Hermès doesn’t just invite people to look—it invites them to feel.