~ Miguel Chevalier// Hermes collaboration at Selfridges

A new art installation at Selfridges called 8 Ties has tie connoisseurs Hermes collaborating with digital artist Miguel Chevalier. The two-part installation is in Selfridges until Dec 2nd, in celebration of their new tie collection 'Heavy Twill', which is based on computer technology.


Selfridges have installed the interactive wall, which reacts to the movement as you pass by, also letting you select via touch screen one of the 8 tie designs formed by digital symbols and teamed with digital sounds, it's pretty fun - not what you would normally experience during the process of selecting or purchasing a tie. Also part of the installation is a beautiful publication by Winkreative and online interactive experience by Unit9 called 'Knot what you think' if you don't mind the pun.


'unit9 director Christian Etter and Winkreative (founded by Tyler Brûlé (Wallpaper, Monocle) have created an interactive world, taking inspiration from early computer games, to celebrate this unique collection of 8 ties.'


Publication by Winkreative

The theme of the new tie collection was the world around retro computing, an exciting time of 8-bit sounds and colorful computer graphics.


Selection of digital tie designs


Reverse of each of the ties relates to it's digital inspiration

This project, mixing poetry and technology, is an invitation to discover the Hermès men’s silk universe through the eyes of digital virtuoso Miguel Chevalier. 

The artist integrates eight tie designs into the two works, offering an unexpected vision of Hermès’ new collection of ‘heavy twill’ ties. These new designs embody the characteristic elements of computer culture such as the USB symbol, the On/Off symbol and the cable jack, and find perfect expression in the world of Miguel Chevalier.


Publication by Winkreative

Miguel Chevalier has been using computers as his principal artistic medium since 1978 thus establishing himself on the international scene as a pioneer of virtual and digital art.  The first, installed in the menswear department is an interactive, virtual-reality wall projection, eight meters long. It is inspired by the artist’s “Binary Wave” artwork and is an enticing experience; the visitors’ movements both activate a generative music composed by Jacopo Baboni Schilingi and animate patterns of’ USB’, ‘Key Board’ or ‘Binary’ ties designs on the wall.


Publication by Winkreative

The second and more intimate, is an interactive virtual book adapted from his “Herbarius 2059” work. In its pages, the visitor discovers the metaphorical texts written by philosopher Christine Buci-Glucksmann. 


Publication by Winkreative


Publication by Winkreative - text from philosopher Christine Buci-Glucksmann


Publication by Winkreative - text from philosopher Christine Buci-Glucksmann

They illustrate each of the tie designs as well as new and unexpected ways to knot a tie: the simple knot, the Windsor knot or the double simple knot and the multiple Windsor knot.


Publication by Winkreative


The ties alongside the installation

’8 Ties’ by Miguel Chevalier will be live from 10 November 2012 – until 2 December 2012. The Hermès’ Heavy Twill ties that inspired the works will be retailed alongside each installation.


Publication by Winkreative


The ties alongside the installation


Publication by Winkreative


Publication by Winkreative


Publication by Winkreative


Publication by Winkreative


Publication by Winkreative


Selfridges, Menswear on 1

400 Oxford Street

London W1A 1AB