Titled ‘Space Oddity’, Panter&Tourron’s window displays for Hermès Switzerland are a celestial interpretation of the French Maison’s annual theme, L’appel du large
Photography by Alicia Dubuis, The windows of Hermès’ Zurich store, brought to life through the creative imagination of Panter&Tourron
Words by Roddy Clarke
At the start of the year Hermès announced its annual theme, ‘L’appel du large’. Translating to ‘venture beyond’ or from French as ‘the call of the open sea’, the theme has remained evident across nautical-inspired collections and collaborations designed to evoke a sense of discovery. Inviting us to look beyond the horizon, the theme has also been brought to life through immersive window displays across the French label’s retail stores. For Hermès Switzerland’s 2026 seasonal window displays, the fashion house commissioned Swiss design duo Panter&Tourron to interpret the theme through their own creative lens.
‘We were immediately interested in interpreting it quite freely,’ explains Stefano Panterotto, co-founder of the studio, ‘not as a literal journey but more as a call to imagination.’ Placing the focus on space rather than the sea, the studio took inspiration from a variety of sources such as Jules Verne and early science fiction to comics, cinema and the fascinating worlds of artist and illustrator Moebius. ‘It felt very close to our own practice, which often sits somewhere between technology and culture.’
Photography by Dejan Jovanovic, Alexis Touron and Stefano Panterotto, the duo behind the Swiss design studio Panter&Tourron
Creating their own imaginary world in the windows of Switzerland’s Hermès stores, the duo incorporated aerospace structures, solar sails and satellites alongside hanging mobiles and unconventional flying objects. Bursting with colour, the sets come to life through the injection of Hermès own iconography. A large H becomes a satellite, a horse’s head a spacecraft and a stirrup a rocket. In doing so, the scenography transforms into a dialogue of imagination and fantasy, but through the visual language of the brand itself.
Photography by Jagoda Wisniewska, The iconic Hermès H is referenced within the window of the Lausanne outlet, created by Panter&Tourron
This collaboration, however, is not the first time Panter&Tourron have partnered with Hermès. Nearly ten years ago they were commissioned to similarly create a window display for the label. ‘There is something quite special about coming back to this typology after nearly a decade of practice, especially with a theme so connected to imagination,’ says Alexis Tourron. ‘In a way it felt like reconnecting with the curiosity and ambition we had as kids, and then as very young designers starting the studio, but now with ten years of experience and a different maturity behind us.’
Photography by Jagoda Wisniewska, Hermès product is placed within the imaginary worlds created by Panter&Tourron
Having worked on multiple exhibitions, products and spatial installations over the last decade, this project was their first retail window project at such a scale, spanning eighteen different windows in total. ‘A window is a very particular kind of space,’ continues Alexis. ‘You only have a few seconds to catch someone’s attention from the street, but if they stop and look closer, you can create something surprisingly detailed and intimate.’ With so many windows, the designers say they approached the project not as one installation but as a collection of small stories. Each window has its own moment: a landing, an expedition, a strange planet or a departure, for instance, allowing viewers to be captivated quickly while remaining cohesive and withing the same ‘universe’ throughout. ‘We really liked this balance between repetition and difference, and the idea that someone encountering several of the windows across the country might gradually discover different fragments of the same journey,’ he explains.
Photography by Alicia Dubuis, The windows of Hermès’ Geneva store, designed and conceived by Panter&Tourron
In a world obsessed with forecasting the future, imagination is under siege. The studio’s work is a quiet act of resistance, a reminder, if you will, to hold onto childlike curiosity. “So much of our relationship with the future is framed through prediction, optimisation and efficiency,” says Stefano. “Technology increasingly tries to anticipate what we want, where we are going and even what we might imagine next. There is something precious in preserving spaces where you can speculate, be curious or simply dream without necessarily knowing where it will lead.” So, next time you pass a window or installation built with this kind of care, stop. Pause. Let your mind wander into the world on display. Curiosity, after all, is the secret to both creativity and fulfilment.
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