La Maison des Carres (House of Squares) has two very fine older siblings.

But this is the Hermes child born to greatness. The digital store was built by AKQA built with the illustrations of Pierre Marie, under the watchful eye of Hermes artistic director, Bali Barret.

It is designed as a giant house of Hermès scarves. Its rooms are grouped into themes – silk bandanas, colour, cocoa, horse & equestrian, maxi-twilly and metamorphosis, and the design of the rooms is meant to evolve over time. Some of the scarves have been designed by Marie.

The e-store that took ten months to build is open in 27 countries (Australia has its own) and features more than 600 choices of scarves, shawls, silk squares, twills and stoles. Each scarf has its own dedicated page, which includes product details and the history of its design. Sibling, Tie Break, and click to watch fashion films also occupy the house.

“The brief was to create a dedicated e-store for their scarves, which would allow the user to explore the eccentric universe of Hermès Silk and, at the same time, make it easy and intuitive to identify and buy the scarf they love. The architecture of La Maison des Carrés is richly illustrated, yet is fully responsive and works across all devices,” AKQA creative director, Peter Lund, explained.