Back in 2016, MVRDV curated a stunning store facade design, where "glass elements subtly merge with [a] townhouse's terracotta brickwork." Without a doubt, this is one of the more attention-captivating aesthetics because, in a way, the project mixes traditional and contemporary topographies in a very accessible manner. The building has been simply dubbed 'Crystal House.'
As a result, the store facade design drives the eye of passers-by. Previously, the location was occupied by a one-story Chanel boutique. Now, however, the Victorian-style building is going to house a Hèrmes that is spread across two floors. The interior is arranged by Paris-based RDAI. The elegantly sculptural facade will most definitely have some implications on customer perceptions of the luxury French fashion brand which testifies that setting and location also matter to branding.
Photo Credits: Barbara Kieboom, Daria Scagliola and Stijn Brakkee