Les Flâneurs d’Hermès
Hermès brings performance and moving arts into a new short film to promote the Flâneur d’Hermès bicycle.
The film combines acrobatic performance with movement on Hermès’ branded pieces in an elegant dance that speaks for the bicycle and expresses the flâneur lifestyle. Featuring in the film are world champion bike acrobat David Schnabel and dancer Sonya Cullingford, who both demonstrate agile and precise acrobatics between earth and sky on the Flâneur d’Hermès unisex leisure and the Flâneur Sportif sports bicycle.
Through the use of classical components across moving arts and music combined with the beautiful sights of Paris as a backdrop, Hermès manages to communicate without words the elegance and timelessness of the flâneur bikes. Using the element of dance furthers the bicycle as a piece of moving art in themselves, placing them in a category focusing on endurance, agility and luxury rather than competitive sports.
The film builds on from Hermès’ previous A Flâneur is what a Flâneur Does film series focused on the brand’s SS15 collection. By creating a campaign in line with a collection of products Hermès has managed to create a sense of familiarity, evoking emotion in a way that touches viewers and tells a story of a desired lifestyle rather than merely a product.
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