The Power of Purity: Hermès at Milan Design Week 2025

Every year, Milan Design Week reminds us why design is more than aesthetics — it’s storytelling through objects.

Yet among the whirlwind of shapes, textures, and ideas, one brand managed to silence the noise and draw me into a space of absolute stillness and focus: Hermès.

In their 2025 installation at La Pelota, Hermès showcased their new home collection not through opulence, but through absence. The space was stripped down to its bare bones — vast, geometric volumes suspended mid-air, bathed in soft, colored light. Each box became a quiet sanctuary for a single object, inviting us to pause and reflect.

This minimalistic stage resonated deeply with me as both a designer and a brand strategist. In a world obsessed with clutter and constant stimulation, Hermès reminds us that true luxury is found in space — space to breathe, to observe, and to connect emotionally with the object at hand.

Their choice of pieces underlined this philosophy perfectly. Tomás Alonso’s glass and cedar side tables whispered of precision and balance; Amer Musa’s cashmere throws offered an invitation to touch, to feel the warmth of natural fibers; and Nigel Peake’s hand-painted porcelain spoke of craftsmanship elevated to poetry. (Wallpaper, 2025)

As a creative director at ID CREATIVES, I believe this approach is a masterclass in branding. When you remove the noise, you leave room for authenticity. Hermès didn’t need to shout — the designs spoke for themselves.

Elegance isn’t born from complexity, but from the courage to simplify. Whether you’re crafting an identity for a brand or designing packaging for a sustainable product, remember: space isn’t empty — it’s an intentional canvas for meaning.

Sources:Wallpaper* (2025) “Hermès Home Collection at Milan Design Week 2025.”