The luxury world adores storytelling and creating desire through abstract concepts. The latest example from Hermès focuses on the essence of time, and what it means to various artists around the world.
The Parisian maison asked the artists to create short films at four times of the day to show how they view time. The result is 24 shorts filmed on mobile phones.
For further explanation, I will turn this over to Hermès to elaborate:
“For Hermès, time is an object. Its inherent tension is translated by the House into a singular characteristic. Rather than measuring, ordering and seeking to control it, Hermès dares to explore another time, designed to arouse emotions, open up interludes and create spaces for recreation.
“In a single click, immerse yourself in Hermès time. Set off for New York, Buenos Aires, Paris, Mumbai, Sydney or Shanghai. In each case, discover an experience that differs according to where you are and what time it is.
“Lose your bearings!
“The digital adventure offered by the Maison is also that of the artists who have entered into the spirit of this project: in New York, author and illustrator Christoph Niemann; in Paris, David Luraschi, a Franco-American artist influenced by pop culture; film director Clara Cullen in Buenos Aires, where she was born and did her film-making training; in Sydney, Sammy Slabbinck, an heir to surrealism with his retro-futuristic collages; in Mumbai, the young composer, techno DJ, producer and sound designer Ateph Elidja; and finally, in Shanghai, Zachary Lieberman, who loves diverting technology for playful purposes.”
Here, we present four films from Parisian artist David Luraschi.