Hermès creates its first store in Puerto Banús

The fashion brand Hermès has created its first "artist showcase" in the luxurious Puerto Banús, in Marbella, designed by illustrator María Medem. This showcase features six windows that depict a narrative inspired by "the call of the unknown," combining elements of nature and objects that reflect Andalusian culture, as stated by the brand.

The brand announced this new showcase, titled ‘Bayo,’ on Friday during its inauguration. This initiative has been in place in Barcelona since 2011 and is expanding in 2026 to locations in Madrid, Marbella, and Lisbon.

Under the concept ‘L’Appel du Large’ or "the call of the unknown," the brand proposed that Sevillian artist design the showcase, which involved collaboration with local Andalusian artisans such as blacksmiths, saddlers, ceramists, and carvers.

"The showcase is a space to tell a narrative," the firm commented, emphasizing that it displays "products that are not necessarily for sale," which can be viewed from June 12 to October 15.

Thus, they highlighted that "the object is part of a story we want to convey," and that "all Hermès showcases are made locally and are not found in any other country."

For this, they explained that they work "with local artists based on a creative idea and the theme of the year," which for 2026 is “the call of the great when you look at the horizon,” and from there "they are invited to share their vision.”

The Puerto Banús showcase is the first "artist showcase" in Marbella, and by extension in Andalusia, as it is the only store Hermès has in the autonomous community, they pointed out.

Artistic Recreation

María Medem is a Sevillian illustrator, a figure in the Spanish comic scene, who collaborates with the New York Times and the New Yorker. This time, after having done other projects for Hermès, she designed a showcase consisting of six windows at the brand's store in luxurious Puerto Banús.

In these, she detailed that there is "a small hidden narrative" linking each showcase, which the illustrator has translated from drawing to piece, in collaboration with local artisans from Seville. Thus, she detailed that “a small character goes through them, of which there are traces that it has passed by, like shoes, and you see the clues and create the story,” she elaborated.

The artistic recreation also shows “a lot of movement of horses and birds, with all kinds of clues and movements to guide the action,” under the prism of “a character that starts in one place and ends up diving into the last showcase in search of the sun and the horse”. Conversely, another story illustrates “a bird that hatches from an egg and goes through all the showcases.” In the recreation, the artist also wanted to “suggest with elements sensations without having the smell or the sound.”

In this way, the nature and objects selected for the project refer to Andalusia from a contemporary perspective, reinterpreting its imagery through a contemporary language. Elements such as rosemary, traditional pitchers, or wicker chairs are naturally integrated into the installation, reinterpreted from the present, as stated by the firm.

In the first scene, the landscape awakens and the colors mark the beginning of a journey that places the viewer in a suspended moment, where the day seems to begin and everything is still to happen. As the narrative progresses, the space takes on a more exploratory character and the skies are tinged with pink and reddish hues, the backgrounds transform, and an intense and enveloping color palette alters the perception, showing how the same place changes according to the light that crosses it.