The Sound Of Hermès Silver

Published on Jul 9, 2013 hermes·51 videos

You might remember YOGGYONE 'PADWRITER'. For the launch of the new digital campaign of the French luxury brand Hermès, Yoggyone and Eklektik records created the soundtrack of the brand film "The Sound of Hermès Silver”.

Details via Hermes Paris:

"For the launch of its new silver jewellery collection, Hermès reveals its first global digital campaign, The sound of Hermès silver.

What if silver had a sound?
It is with this simple idea that Hermès approached three renowned artists and collective to create an immersive, modern and unexpected digital piece.

United Visual Artist, the British design practise, created a unique installation, in a London studio, that could “play” the sound of silver. Pieces of the new Hermès collection were placed on 16 metallic turntables, each propelled by an intricately designed cogs mechanism. Lasers scanned the jewellery and triggered a sound, to finally compose an experimental symphony.

Under the progressive hands of YoggyOne, each sound was created as a unique interpretation of the silver pieces, influenced by its shape, density, volume and weight.
Voices appear sometimes as if trapped in silver, a reminiscence of the artisans that crafted each piece by hand, in the Hermès ateliers in Paris.

The artistic performance was shot and directed by Caswell Coggins, who introduced his music video and documentary background to deliver a dramatic, powerful narrative. Shot in 35mm, the installation gained new emotional heights with deep blacks and vivid whites.

Hermès, for the first time, adventures itself in an emotive mash up of its historic silver craftsmanship with an artistic performance."

And the YouTube description:

"What if silver had a sound?

Chanting...enchanting chains, bracelets, rings; this is the sound of Hermès Silver.

Out of obscurity a series laser strikes a piece of jewellery placed on metallic turntables, then moves over it, caressing its volume, and coaxes from it its own particular voice. Chaîne d'ancre and its variations, Initiale, Parade, Osmose and Etcaetera - each of Pierre Hardy's creations find musical expression. These alien notes then join together to create an experimental symphony.

This interpretation of The Sound of Silver is a performance initiated in collaboration with United Visual Artist (UVA), the British design practise.

Director: Caswell Coggins

Music: YoggyOne

Et si les bijoux d'argent avaient un son ?

Chaînes, bracelets, bagues se mettent à chanter... et à nous enchanter.

Fendant l'obscurité, le faisceau d'un laser sonde la matière d'un bijou tournoyant sur une platine. Il en épouse les contours, en parcourt les formes, et ses caresses résonnent, sonores sur le métal. Chacune des créations de Pierre Hardy -- Chaîne d'ancre et ses variations, Initiale, Parade, Osmose et Etcaetera -- compose sa propre partition.
Ces notes dissonantes s'accordent pour créer une symphonie expérimentale.

"The Sound of Hermès Silver" a été conçu et réalisé en collaboration avec le collectif britannique United Visuel Artist (UVA).

Réalisateur : Caswell Coggins

Musique : YoggyOne"