# 18th Century Sensory Storefronts Hermes ‘Silver Forest' Installation By Cecilia Biemann | Published 2008-11-28 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/artistic-christmas-decoration-hermes-silver-birch-trees-installation References: [creativereview](http://www.creativereview.co.uk/crblog/this-used-to-be-all-fields/) & [hermes](http://www.hermes.com/) In an artistic and stylish display of Christmas spirit, [luxury fashion accessories boutique](https://www.trendhunter.com/trends/luxury-flagship-redesign) Hermès has erected 18 silver birch trees on the pavement around its flagship London store. The [Christmas art installation](https://www.trendhunter.com/trends/wonder-all-the-way) includes a further 18 silver birch trees located inside the shop, and in addition, passersby stop to admire the display are welcomed with the sounds of [chirping birds](https://www.trendhunter.com/trends/moment-installation), and galloping horses, which references Hermès roots as a master harness and saddle maker in the 1800’s. The elegant Christmas installation called Silver Forest #36 is the result of a collaboration between architects DSDHA and Hermès. It was designed to represent the early eighteenth-century boundary that once marked the city from the surrounding forests, where the shop now stands. ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 41% | Activity: 24% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Luxury Fashion](https://www.trendhunter.com/luxuryfashion) ## Key Themes ### What's Driving This Trend - **Experiential Retail:** Integrating sensory experiences into physical storefronts creates an immersive brand experience for customers. - **Heritage Branding:** Referencing a brand's historical roots can create a compelling narrative for consumers and reinforce brand identity. - **Eco-friendly Installations:** Using natural or sustainable materials in installations can appeal to consumers' growing environmental consciousness. ### Who This Affects Most - **Fashion and Luxury Retail:** Brands in the fashion and luxury retail industry can use sensory installations to differentiate themselves and provide a unique brand experience for customers. - **Art and Design:** Collaborations between architects, designers, and brands can result in artistic and visually stunning installations. - **Sustainability:** Brands that prioritize using eco-friendly materials in their installations can appeal to eco-conscious consumers and reinforce their commitment to sustainability. ## Related on Trend Hunter - [Nature-Reconnecting Art Installations](https://www.trendhunter.com/trends/highwood-installation.md) - [Earth-Connecting Luxe Floor Installations](https://www.trendhunter.com/trends/la-pelota.md) - [Water Tower-Inspired Installations](https://www.trendhunter.com/trends/fashion-brand-herms.md) - [Luxury Department Store Takeovers](https://www.trendhunter.com/trends/burberry-and-harrods.md) - [Neon Illuminated Christmas Trees](https://www.trendhunter.com/trends/fluorescence.md) - [Cutout Christmas Tree Displays](https://www.trendhunter.com/trends/christmas-tree-display.md) - [Immersive Holiday Experiences](https://www.trendhunter.com/trends/immersive-holiday-experience.md) - [Luxury Holiday-Themed Pop-Ups](https://www.trendhunter.com/trends/holiday-2025-popup.md) - [Cashmere-Centric Pop-Ups](https://www.trendhunter.com/trends/loro-piana-x-harrods.md)