On October 28, 2013, the new Hermès store at Shanghai IAPM Mall officially grandly opened, with full creative and on-site implementation support provided by APAX. As an important retail layout project for Hermès in Shanghai’s core high-end business district, the opening further optimizes the brand’s offline commercial layout in China’s first-tier cities and strengthens its market influence in East China’s luxury consumption sector. In terms of spatial styling and scene production, the entire venue takes Hermès iconic orange as the core visual tone, which runs through the overall on-site decoration and creates a highly recognizable, elegant and classic luxury atmosphere consistent with the brand’s temperament. The refined and minimalist on-site design balances ceremonial sense and fashionable vitality, perfectly fitting the high-end positioning of IAPM commercial space. Meanwhile, wonderful live performance shows were arranged during the opening event. The splendid on-site programs attracted crowds of passers-by to stop and watch, greatly improving the store’s opening popularity and public exposure. Integrating standardized high-end scene production with lively offline interactive atmosphere, the project completes the high-quality market debut of the new store. It effectively consolidates Hermès classic and elegant brand positioning in China’s luxury market, and realizes the in-depth integration of brand aesthetic expression and urban commercial scene communication.