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Hermes Pops-up in via della Spiga, Milan

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Via della Spiga in central Milan is one of those streets where shoppers go to splurge – this is not a destination for the faint of wallet. That said, it is now also a place where you can go to wander around a pop-up, of a kind.

The temporary store is in fact the home, for a while, of French luxury brand Hermes, which has moved its operations from nearby via Montenapoleone while it works on its more permanent site. The pop-up takes its cue from the kind of shop keeping that wouldn’t normally be associated with this end of the retail spectrum with the major visual merchandising element being a stylised form of pegboard, more usually found in discount and budget environments.

As such, this is Hermes once more raiding the world of mass market consumerism to create something different in the luxury arena – it followed the same path back in 2018, when it revealed an orange-coloured launderette as a temporary store to highlight its wares.

If difference is the key to success, it’s a trait that is understood by this brand.