Hermès has revealed its 2026 winter window displays across Europe, drawing attention for their artistic ambition and emotional storytelling. The luxury fashion house has entrusted the concept and design of its Iberian Peninsula windows to Portuguese studio Oficina Marques, reinforcing Portugal’s growing presence in high end creative industries.
The new displays are inspired the symbolic language of Tarot cards, using colour, form and craftsmanship to evoke positive emotions and universal themes. Rather than presenting traditional product focused layouts, the windows invite passersinto a visual narrative that blends heritage, imagination and contemporary design.
The project, titled Drawn to craft, was created Portuguese designers Gezo Marques and Jose Goncalves, the creative forces behind Oficina Marques. Their work reflects a deep respect for artisanal processes while embracing playful symbolism and emotional connection. According to the designers, the Tarot theme offered a rich visual language that aligned naturally with Hermès’ values of craftsmanship, balance and timeless elegance.
Across the Iberian Peninsula, Hermès windows feature interpretations of well known Tarot cards, each chosen for its positive and expressive meaning. The Sun represents warmth, joy and celebration, expressed through bright tones and radiant compositions. The Empress reflects creativity, fertility and abundance, using organic shapes and layered textures to suggest growth and imagination. The Fool embodies audacity and freedom, introducing a sense of movement and curiosity that encourages exploration.
Other cards featured include the Chariot, symbolising progress and determination, the Star, representing guidance and hope, and Temperance, which conveys balance, harmony and healing. Each window is carefully composed to communicate these ideas without words, relying instead on visual storytelling that resonates across cultures and languages.
Hermès has long been known for using its window displays as an extension of its artistic identity, transforming storefronts into temporary exhibitions rather than commercial showcases. The 2026 winter displays continue this tradition, blending luxury with conceptual design and inviting the public to pause and reflect rather than simply observe products.
The collaboration also highlights the growing international recognition of Portuguese designers in the luxury sector. Oficina Marques has gained a reputation for innovative scenography and conceptual design, and its partnership with Hermes places Portuguese creativity at the heart of one of the world’s most prestigious fashion brands.
As the displays roll out across European cities, they offer a reminder that fashion, at its best, is not only about materials and objects but also about emotion, storytelling and cultural exchange. For Hermès, the Tarot inspired windows serve as a visual bridge between tradition and modernity. For Portuguese design, they represent a moment of visibility on an international stage, celebrating imagination, craft and creative confidence.
