A wall of silk envelops all who enter Hermès’ new Phipps Plaza storefront, the largest the renowned luxury brand has operated in Atlanta.

Sleek scarves are showcased in tidy folds, draped over bars and tied in a menagerie of fashionable knots, mirroring the variety displayed throughout the 7,000-square-foot store. Other corners are testaments to the mantra that “less is more,” leaving room for sales associates to fill in the blanks.

“Everything’s not on the floor, but it allows you to start a conversation,” Diane Mahady, U.S. president of Hermès, said at a Wednesday event celebrating the store’s opening. “Oh, you’re interested in porcelain? I have a pattern you might like, and an associate will then bring them something that is tailored to (their tastes).”

Hermès announced two years ag

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