Designed by Toyo Ito for Baselworld 2013, the new La Montre Pavilion for the luxury label Hermès conveys an openness and lightness worthy of the brand's name. A two-story box covered in a façade of criss-crossing wood lattice, the pavilion consists of a steel framework with an inner structure made of wood, glass, and metal. The 1,040m² structure contains, in addition to fancy leather goods, 167 plants, which breathe fresh air into the space and provide a connection to nature. Thanks to the lattice façade, light is able to flood the interior spaces, highlighting the designer products on display.
Ito's clever mobile wall system allows the pavilion to be taken down and rebuilt as many times as needed. The use of natural materials, rather than expensive and flashy cladding, adds a dignity to the pavilion that lets the brand name speak for itself. A physical representation of the brand’s fundamental value of craftsmanship and commitment to handmade products, Ito's design makes an attractive pop-up space that embodies elegance and innovation.
Photos: Iwan Baan, courtesy of Hermès