for a dinner celebrating the opening of its new boutique in rome, Hermès joined forces with coudamy architectures to create ‘a strange, surreal, and fellini-esque atmosphere’ inside the city’s palazzo farnese. the imposing renaissance architecture of the palace was transformed into a celestial abyss called ‘clouds in roma’ where crumpled paper and luminous video projections animated the space.
upon entering the courtyard, Hermès‘ guests were welcomed by a pair of larger-than-life sized, light-filled clouds made of paper. emerging from the installation, coudamy architectures sculpted a giant horse — the emblem of the french fashion house. the scenographic display enveloped guests in an ethereal atmosphere of pink light, as an accompanying video of clouds was projected onto the building’s façade. real grass and aromatic plants lined each of the dinner tables. above diners, paper clouds perched on branches emanated videos of the sky passing overhead throughout the course of the evening. the famous ‘hercules salon’ was transformed into a giant cloud tinted with hues reminiscent of the setting sun, while a grass-covered dance floor was wrapped by a monumental crumpled paper installation that pulsated light and color in time with the music.
client: maison hermès
place: palais farnese, rome, italie
date: october 2016
design and clouds: paul coudamy
artistic director hermès: grégoire diehl
lighting: nicolas marie