Al Freeman’s Plush Time Portal: Hermès Windows Channel Prehistoric Dreams
Patrick Duffy
This fall, the Hermès flagship at 706 Madison makes a beautiful statement in the most unexpected way. The Al Freeman Hermès Madison Avenue window installation transforms the storefront into a theatrical, softly sculpted time machine. Inspired by Werner Herzog’s “Cave of Forgotten Dreams”, the windows now resemble a felt-lined cavern pulled from a surrealist dream. It is part fashion fantasy, part archaeological hallucination.
C’est la vie to mannequins, but the handbags remain, this time reimagined as part of a sculptural dreamscape. In their company, we find slouchy, oversized forms; a central altar; and invented cave art, all lit with Hermès’ signature dramatic flair. As a result, the installation reads like a visual riddle wrapped in pleather and punchlines, perfectly suited to Freeman’s unique style.
Al Freeman Hermès windows: A Soft Take on Sacred Storytelling
The idea began, fittingly, with a rabbit hole. After a full day immersed in Hermès brand history, followed by an evening screening of Herzog’s cave epic, Freeman had a creative spark. She noticed a surprising link between prehistoric mark-making and the storytelling baked into Hermès’ legacy, as brilliantly exemplified in the installation on Madison Avenue.
So, she leaned in.
What if Hermès had been around since the Paleolithic? What if its origins were scrawled on the walls of some forgotten grotto in France? And what if, instead of reverence, we approached that idea with a wink, just like in this unique window transformation?
Thus, her vision took shape: a cave of forgotten fashion dreams, where ancient hands might have sketched out horses, tools, or even the very first silk carré.
Importantly, this isn’t a dry museum diorama. Rather, it’s a cheeky, tactile installation filled with irony, homage, and just the right amount of camp. Freeman honors the act of creation while simultaneously deflating its ego. Just like she does with her puffy beer cans and flaccid lighters.
What You’ll See (And Why You’ll Stare) at
The windows to begin with feature sculptural elements made from wool felt and pleather, mimicking rock formations and tool remnants. Beyond that, a petit h horse, Hermès’ creative mascot, sits at the center like a sacred relic. By contrast, Freeman’s imagined cave paintings surrounding it reinterpret historical equine imagery through her own lens. As a result, the Al Freeman Hermès Madison Avenue window installation feels both ancient and strikingly contemporary.
The whole scene plays with scale, texture, and time. It doesn’t sell a product. Instead, it sells an idea: that creativity is ancient, timeless, and always a little absurd.
From Beer Cans to Paleolithic Play
Known for her soft sculptures such as beer cans, hammers, and lava lamps, Freeman has built a reputation for deflating traditional symbols of masculinity with a wink. This Hermès project takes her humor further, layering art history, fashion lore, and material satire into one delightfully strange tableau.
It’s both a send-up and a tribute. Yes, there’s irreverence, but also awe. She treats the brand’s legacy as myth, its artisans as cave dwellers with excellent tailoring, all within the context of this innovative window display on Madison Avenue.
A New Kind of Window Shopping
As part of the Hermès Exceptional Projects Plan 2025, this installation redefines what a window can do. Rather than pushing product, it pulls you into a world full of questions and textures. On the busy street, it interrupts the visual noise with curiosity. Pedestrians pause. Children point. Fashion lovers smirk when they see the artistry that brings Al Freeman’s ingenious window installation to life on Madison Avenue.
Freeman doesn’t ask viewers to admire. She asks them to imagine.
Why We Love Al Freeman Hermès windows
Because it’s weird, beautiful, and doesn’t try to convince you, instead it invites you in. And perhaps most importantly, it suggests that art and fashion don’t need to be precious to be powerful.
The window installation feels like a ritual in softness, where imagination is the main offering. Tools are placed. The altar is set. And somewhere, in the shadows of pleather rock, an artist is ready to return.
Just don’t expect her to bring a chisel. She’s more likely to show up with a hot glue gun and a knowing grin.
Read this article for more on Hermès petit h.
Share this post
Patrick Duffy is the founder of Global Fashion Exchange, a company catalyzing positive impact through strategic consulting roadmaps focusing on supply chain transparency, worker rights, responsible production for B2B as well as consumer facing programming and community building focusing on aligning people or communities with the SDGs.
Experience developing networks and activating ideas, guiding creative teams globally, and working with institutions like the Victoria and Albert Museum and UNESCO, and iconic spaces such as Federation Square Melbourne, Madison Square Garden, Bryant Park in New York City, and The Dolby Theatre in Los Angeles.
Patrick has produced clothing swaps all over the world from, with GFX Active in over 100 countries. Each GFX event focuses on building community, education and transformational business models. Partnering with global brands, key stakeholders, and academia to help create awareness and positive impact through conscious consumption
Patrick harnesses the power of media to create positive social and environmental impact. Through storytelling, education, and advocacy, he raises awareness, inspires action, to catalyze change. By highlighting issues and solutions, Patrick creates strategic campaigns to engage audiences, influence attitudes and behaviors, and contribute to a more sustainable and just world. Additionally, Patrick is the Sustainability and Positive Impact Director of Paris based @IRKMagazine and Editor In Chief of @IRKLiving
Patrick has produced and co-curated events and marketing/PR campaigns for recognized brands across art, fashion, and tech spaces including @virginhotels @britishfashioncouncil @mspdid @moethennessy @microsoft @lagosfashionweekofficial @perutradenyc @fashionimpactfund @istitutomarangonidubai @peaceboatus @lisboafashionweek and more spanning 15 years and hundreds of events in 5 continents.
Read Next
