Taipei may not yet be recognized as a global fashion hub, but Songshan Cultural and Creative Park (松山文創園區) was abuzz last Saturday with the grand opening of Leather Forever, a traveling exhibition by French luxury leather brand Hermes. The exhibition, which is open daily to the public free of charge from 11am to 8pm until June 29, has previously made stops in London, Rome, Madrid and Shanghai.
Leather Forever succeeds in giving visitors an in-depth look at the history and development of the brand. Each room is carefully designed to educate viewers about the process of producing a Hermes handbag and its uses in various social settings. The exhibition essentially lures the indifferent fashion novice and turns him or her into a fashion expert.
Interactive Fashion
Photo: Dana Ter
The attendees on opening day were mostly Taiwanese. In addition to appealing to men and children, the exhibition is unconventional in that photography and touching are encouraged — making it a tangible experience for viewers.
The products are displayed to maximize viewing pleasure and minimize clutter. Next to each item is a small number and placards by the entrance of each room contain corresponding descriptions including the year of manufacture and designer’s name. This system of labeling ensures that those more well-versed in fashion can still read about the products.
Upon entering the exhibition hall, visitors are greeted with stacks of multi-colored leather arranged in floor-to-ceiling shelves. Dimensions and notes scribbled faintly on each slab of leather add a personal flair. Moreover, the process of creating one of these luxury handbags is made more palpable by a live sewing demonstration.
Photo: Dana Ter
Each room is illuminated by iridescent lighting, drawing attention to the objects displayed. In one room, leather saddles and horseback riding boots dangle mid-air above a ground filled with white, powdery sand. In another space, leather trunks and suitcases for men are displayed in lush greenery, evoking a sleek jungle-esque feel.
However, among the most bizarre are specially-made dog collars which put a spin to high fashion. Rivaling it is a small rodeo allowing children (and grown-ups) to experience the comfort of a Hermes saddle while riding on mechanical horses.
Brand Concsiousness
Photo: Dana Ter
The fun and interactive nature of the exhibition did not detract from the value or quality of Hermes’ products though.
“The lighting made the handbags seem like otherworldly objects, helping to increase the value of the product in the viewer’s mind,” said Eunice Png (方恩沁), an indie singer who is enthusiastic about fashion.
Referring to a vintage black leather bag inside a glass case in a luminescent purple room, Png says, “it was lit in such a way that I was expecting to see a diamond or ruby at the end of the hall.”
Photo: Dana Ter
She added that if it was Hermes’ intention to increase their brand awareness in Taiwan, then they had “utterly succeeded” because now “every girl covets a Hermes handbag.”
Even the men at the exhibition were able to appreciate the quality of the products.
“I think that having a branded handbag is something that every girl yearns for,” said visitor Tseng Yu-ping (曾毓斌).
He added that it’s not necessarily the bag itself that makes it valuable, but rather, it’s about “how well the girl uses the bag as an accessory to express herself.”
Leather Forever showed how brand consciousness is an enduring concept that is deeply ingrained in many people despite Taiwan’s stagnating economy.
Hsin Han (新翰), another young man says that although Chinese tourists seem to make up the bulk of luxury handbag consumerism in Taiwan, brands like Hermes still retains a certain allure within the local market.
He added that “Taiwanese people these days may not be able to afford the house or car of their dreams, but they are still willing to spend money on a handbag because it makes them happy.”
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