Hermès Virtuelle | Metaverse, Rendering, Strategy.

Hermès Virtuelle: Brief Project Description

Hermès Virtuelle is a project that brings the prestigious Hermès maison into the metaverse, combining traditional luxury with digital innovation. Through immersive experiences and advanced services, Hermès maintains its heritage, offering not only entertainment but also unique services that elevate its status above other luxury fashion brands in the virtual world.

Detailed Process:

Research:

Brand History: Analysis of Hermès' historical roots, from its founding in 1837 as a harness workshop to its rise as a global luxury icon.

Hermès Heritage: Exploring the maison’s legacy through its artisanal craftsmanship and attention to detail, which sets it apart in the luxury fashion world.

Cultural and Social Impact: Study of Hermès’ cultural influence and public image as a symbol of status and refinement.

Visual Analysis of Brand Elements: Examination of key visual elements, from the iconic Birkin and Kelly bags to silk scarves, that embody the brand’s identity.

Use of Colors in Branding: Analysis of Hermès’ distinctive color palette, particularly its signature orange, which conveys energy and authenticity.

Iconography and Symbols: Exploration of classical iconography such as the horse and carriage, symbols of the brand’s artisanal tradition.

Communication and Interfaces: Examination of Hermès’ communication style and the digital interfaces used to convey the brand’s elegance.

Benchmarks:

Study of competing luxury brands in the metaverse, analyzing how they use technology to create immersive experiences, allowing Hermès to further distinguish itself.

Target:

Personas: Development of user profiles, from tech-savvy young individuals to loyal customers seeking high-level, personalized experiences in the virtual world.

Digital Branding:

Data-Driven Design Approach: Development of a design approach based on data to personalize user experiences and optimize brand interaction.

Tone of Voice: A communication style that maintains Hermès’ elegance and sophistication while adapting to the dynamic environment of the metaverse.

Logo and Variations: Reinterpretation of the Hermès logo for the virtual world while preserving brand recognition.

Typography: Use of elegant and sophisticated fonts consistent with the brand’s luxurious image.

Color Palette: Application of Hermès’ iconic orange, integrated with neutral tones to create a welcoming and sophisticated virtual environment.

Illustration: Visual elements that evoke craftsmanship, with a modern twist suited for the digital context.

Strategy - Services in the Metaverse:

Hermès' metaverse offers exclusive services beyond entertainment, maintaining the brand's high standards:

Virtual Tour of Boutiques Worldwide: Users can virtually explore Hermès' most iconic boutiques.

Advanced Virtual Customization: Creation of bespoke items for users in the metaverse with detailed customization options.

24/7 Concierge – Monsieur Birkin: An exclusive virtual assistance service available 24 hours a day.

Artisanal Workshops: Immersive experiences to learn about the craftsmanship and creation of Hermès products.

Virtual Style Consultation – Lady Kelly: Personalized style consultations available to each user in the virtual space.

Future Plans:

Hermès will continue to develop new experiences and features in the metaverse, aiming for deeper integration between the digital and physical worlds.

Social Media Strategy:

A plan to engage the Hermès community through social media campaigns, integrating the metaverse experience and promoting exclusive, personalized content.

Micro Customer Journey:

Designing a detailed user journey that guides customers from initial discovery to advanced customization, with a focus on continuity and delivering a high-quality customer experience.