Window set installation for Hermès Geneva
2020
Scope : 10 Installations
On display : October 2020 - January 2021
Project led by : Alexandra Midal, François Dumas, Pflieger Foeglé
Project created by the MA1 class of 2019 at HEAD Geneva
Images © HEAD — Michel Giesbrecht
L’Œil du Prince was created as part of the M1 class of the Master’s program in Space and Communication Design for the Hermès shop window on Rue du Rhône in Geneva.
Presented from October 2020 to January 2021, the installation unfolded across ten consecutive window structures, forming a single, continuous spatial narrative. Each window functioned as a chapter within the overall composition, guiding passersby through a carefully orchestrated visual sequence.
The title refers to a theatrical concept: the eye of the prince designates the privileged viewpoint in a theatre from which perspective, illusion, and scenography align perfectly. It is the position where depth, scale, and spatial relationships reveal themselves most convincingly to the spectator.
This principle was translated into the window installation through an optical illusion that merges background and foreground into a seemingly three-dimensional image. The illusion relies on movement: while the installation appears static when viewed from a fixed position, it comes to life as the viewer walks past the windows. Motion activates perception, causing the composition to shift and unfold—transforming the act of passing by into an essential part of the experience.
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