Godefroy de Virieu has successfully continued Hermès’ innovative “Petit h” concept, a creative initiative founded in 2010 by Pascale Mussard to upcycle leftover luxury materials from the brand’s production. De Virieu, now creative director of Petit h, leads a team of artisans who transform scraps like leather, silk, and porcelain into new, imaginative products.
This week, Hermès unveiled a temporary installation at its Madison Avenue flagship in collaboration with New York artist Lucia Hierro. Inspired by New York City, Hierro incorporated iconic elements like traffic signs and coffee cups into the display, marking Petit h’s debut in the location. The collection features limited-edition or one-of-a-kind pieces such as terracotta pots with Kelly bag handles and leather shelves.
Hermès USA President Diane Mahady emphasized the uniqueness of Petit h, noting the meticulous process of finding an artist like Hierro who shares the brand’s values. The installation, which brings together Paris craftsmanship and New York culture, will remain open through October 26.
