에르메스 아트 컬래버레이션 쇼윈도 디스플레이 표현 특성 연구

Abstract

The purpose of this study is to explore the constituent elements and expressive characteristics of the luxury fashion brand Hermès' show window display in collaboration with artists using theoretical exploration and case analysis methods. The research primarily analyzes globally representative Hermès window display cases in major cities after 2021, revealing differences in artistic collaboration and visual representation between Eastern and Western markets. The results show that collaborations in the Eastern market tend to reflect regional cultural characteristics, while the Western market focuses more on internationalized artistic collaborations. Despite stylistic differences, both emphasize the presentation of scarcity, uniqueness, and aesthetics. Additionally, the study finds that the Eastern market places a stronger emphasis on the symbolic and interactive aspects of Hermès' artistic collaboration window displays. This research not only unveils new trends in luxury brand art marketing strategies but also provides an important perspective for understanding and predicting future market developments.