India's premier luxury lifestyle women's magazine
Framed
September 16, 2016

A Window Full of Words

Text by Wyanet Vaz

Lose yourself in this intriguing window display in Singapore

Hermès, the artistically inclined brand, is consistent in conjuring unusual window displays in shopping complexes across the globe. From simplistic embellishments like origami animals that I once spotted in Central World, Bangkok to complex creations like quilling artwork in a Dutch departmental store…. tracking their displays, is itself a lesson in cool.

Their current window at the Liat Towers in Singapore is as twisted as it is simple. Swedish artist Thomas Broome who dabbles in calligrams conceptualised the idea of ‘Modern Mantra’, where he breaks down everyday furniture into text, and the text actually forms the object. He uses repetition as a recurring technique, making the viewer realise that the recall factor becomes a ‘mantra’ designed to arouse desires so strong that they can sometimes overshadow existential issues of far greater importance.

Collaborating with Hermès’ home universe, Broome constructed an entire apartment out of words, meticulously describing each detail in the window. Some of the exciting pieces include the signature Pippa chair constructed completely out of the word ‘chair’. In the same manner, items like bookshelves and home valets were created.

Blurring the lines between what is real and what is constructed, this visually intriguing display makes a strong case for thought-provoking art.

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