Stephen Schuster

Client: Hermès

Role: Senior Creative Director

As Senior Creative Director for an internal concept developed for Hermès, I conceived and led the creation of a fully immersive digital flagship designed as a precise one-to-one reconstruction of the brand’s New York maison at Hermès New York Flagship. The project was rooted in a singular strategic goal: to translate the physical language of Hermès—its architecture, craftsmanship, heritage, and quiet luxury—into a digital environment that felt as authentic and emotionally resonant as visiting the store itself. Working with stakeholders, I developed the core concept, narrative, script, and storyboards while directing the live-action elements, shaping the experience as a cinematic journey through the Hermès universe. Every floor and product category—from silk scarves and leather goods to watches, fragrance, and equestrian heritage—was designed to unfold as part of a larger narrative about the house’s artistry and legacy. The visual language balanced minimalist luxury with cinematic storytelling, integrating archival and historical elements so the experience did more than replicate a store—it expressed the identity and mythology of Hermès at every moment of interaction.

Built using Unreal Engine, the environment recreated both the interior architecture of the flagship and the surrounding Manhattan atmosphere with striking fidelity, allowing visitors to remotely explore the store, engage with virtual assistants, and interact with products in real time. One of the defining visual moments was the rooftop terrace, where users could step into a richly rendered skyline and experience the sweeping city views that make the flagship so distinctive. To reinforce authenticity across every touchpoint, I personally designed and animated the complete UI/UX system that customers interacted with throughout the experience, ensuring the digital interface embodied the same restraint, precision, and elegance synonymous with the Hermès brand. Leading a multidisciplinary team of approximately 25–30 creatives across production design, motion, experience design, and post—while also contributing significant animation work myself—the project demonstrated how luxury storytelling, cinematic direction, and emerging technology could converge to create a digital space that felt unmistakably and authentically Hermès.