BEHIND THE SCENES

A Striking Installation Interprets Hermès’s Approach to Time

Artist Levi van Veluw explains the ideas behind a work he created for the fashion house that debuts today at Geneva’s Salon International de la Haute Horlogerie.

Van Veluw completes a drawing for Hermès Time’s installation at this week's Salon International de la Haute Horlogerie. The built result reflects his interpretation of the French fashion house’s approach to time: something that is engaged with, rather than controlled.

Levi van Veluw, Artist
At van Veluw’s studio in Amsterdam

“I discovered the idea of making a fragmented sculpture through the limitations of drawing a perfect cube, which eventually became part of the Hermès installation’s overall concept. The shapes are still symmetrical, but the way they form the overall sculpture is totally random and asymmetrical. It has something playful to it that naturally occurs when making a drawing.”

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