Hubert de Malherbe: Enjoy the thrill of breaking down barriers
Hubert de Malherbe is dedicated to beautifying the crowds of customers every day: luxury boutiques, department stores, large stores and airports.
Hubert de Malherbe
His successful work is endless: Louis Vuitton Group and their brands, Veuve Clicquot, Sephora and Dior are the beneficiaries of their innovative energy. The arrival of Carrefour planets has revolutionized large stores. In the downtown area, the storefronts of Francrix and Leader Price have also been completely renewed. Brands well known to the public, such as Orange and Quick, have also undergone qualitative changes.
"Africa is not just a privilege of the elite; everyone has the right to enjoy the beauty of the experience," he said. The emergence of high-speed trains in the public transport sector has given him a wonderful memory that prompted Hubert de Malherbe to eagerly replicate this same emotional experience in the everyday consumer world – designed for the masses.
Another feature of his is his courage. He enjoys the thrill of breaking the barriers. Hubert de Malherbe's design has enabled the luxury sector to start applying the mass market model, while the mass market is the opposite. Both Orange and Dior have invited Malherbe to design their boutique flagship store. In Shanghai, a new generation of Sephora stores is opening a home, and in Vietnam, a new retail chain is now officially open for business.
decoration design
1 From the age of 17, you have worked in the interior design industry and have your own company. This is incredible for ordinary people. How did you do it?
Malherbe: I started designing earlier, born in a noble family, my grandfather was a painter, and my grandmother was good at playing the piano. Under such an artistic atmosphere, I began to take the art road from a young age, and then began the design process.
2 Each country has great differences in culture, history, and customs. How do you combine your design with local culture when designing projects for different countries?
Malherbe: The work must be localized because it is difficult for locals to accept something completely exotic. For example, our Shanghai team also has a considerable number of staff to help us understand the local culture and integrate well into the design. We will pay attention to the local characteristics from some details.
3 In the design case you have undertaken, there are both high-end luxury brands and supermarkets for the masses. The span is very large. From the perspective of interior design, I don’t know where there is a common place between the two.
Malherbe: The basic thing in common is that they are all customers. Consumers are women, whether in luxury or mass brands. Before the design, we will do a full investigation, go into the store to observe the customer's consumption habits and characteristics, and find that 80% of the customers have the same dynamic route, go to the same counter and go to another area.
4 Whether it is a luxury brand store or a mass store, in the design of the project, how do you achieve the optimal space environment? How to consider the improvement of the customer experience?
Malherbe: Design is not as beautiful as it is. The most important thing to do is to help the brand to increase its spending. Before designing, you should fully understand the brand's product characteristics and star products, and highlight its selling points in order to make a good design. The use of lighting is an important part of the work, highlighting them and attracting people's attention.
For example, in 2010, a design for DIOR, the display of cosmetics by color area, increased customer interest and effectively improve their purchasing efficiency, thereby increasing sales by 20%.
5 When designing for a brand, how do you combine your design ideas with your brand culture? Which one is more dominant?
Malherbe: We use our creativity to make people understand the culture and characteristics of the brand.
Before we do the design, we must fully understand the brand culture, and the brand should also make corresponding adjustments according to the changes in the market.
6 Why did you choose Shanghai as the location of your first design company in China? Does Chinese culture have an impact on your design?
Malherbe: Because I found a good partner in Shanghai. The design studio will also be opened in Beijing.
Chinese culture will also have an impact on our design. I hope that there will be some localized design, not just to move my style into China, it is difficult to fully accept.
7 Do you have a design or style that you are good at?
Malherbe: It might be better to mix and match. The pendant on this wall is a small table from the 70s. This wall is re-architected, the color is darker, and the bar chair is designed according to the style of the 1930s. .
dining table
The cone lights on the table are designed by myself, and I like to try the story design.
8 What aspects do you pay attention to in design, such as lighting, color or other elements?
Malherbe: This is mainly based on the customer's shopping habits, and the factors to be considered in each case are different. Then comes the use of lighting.
9 What are the design features of the design of the public places you are involved in?
Malherbe: Like the Saudi Arabian airport under construction, although the airport duty-free zone occupies a large area, the guests only need to purchase items before catching the plane. Therefore, it is necessary to maintain the smoothness and consistency of the passenger flow passage. It is easy for them to find the items they need.
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