Hermès Transforms Cardboard Boxes into Autumn Window Displays in Shanghai
Hermès has unveiled its new autumn window display, “Looking Back, Moving Forward,” at its Shanghai Maison, created in collaboration with Filipino artist duo Isabel and Alfredo Aquilizan. Using discarded-looking cardboard boxes as the primary material, the installation transforms a symbol often associated with moving and displacement into an exploration of home, memory and journeys. The project echoes the artists’ long-standing focus on migration and transoceanic experiences, while reflecting Hermès’ annual theme, “Towards the Vast.”
Across the women’s, accessories and men’s displays, surreal landscapes, floating architecture, clouds and equestrian motifs connect the past with imagined futures. The project also highlights Hermès’ longstanding use of windows as a platform for storytelling, where craftsmanship, contemporary art and imagination intersect. By reinterpreting an ordinary material through artistic reconstruction, the installation adds a circular dimension to the brand’s visual narrative while inviting audiences to reconsider the emotional value of objects and materials.
