A blast from the past.
Taking an inside look at effective brand experience.
Why Hermès 2017’s, Hermèsmatic dip-dye scarf concept shop helped breath new life into a luxury heritage brand.
Heritage vs Dated
Gracing the style section with photos of Audrey Hepburn, Jackie Onassis, Grace Kelly and Catherine Deneuve; even worned by the Queen in a 1950s photo used on postage, the Hermès scarf is synonymous with class, elegance and wealthy. But the luxury heritage brand was seen as dated and needed help appealing to the next generation of shoppers.
A great way to make a huge impact without the huge investment cost are mobile/temporary popup shops.
Installed in high trafficked areas, these are the instagrammable, eye-catching structures that every influencer is looking for.
The bigger, bolder, louder the better to stop pedestrians on their path. And that’s exactly what Hermès did/
The brightly painted orange and white interior wrapped in Hermès prints has recently resurfaced in the digital space.
The eye-catching color choice mixed with the high end appeal of the French fashion house is an exquisitely designed pop up shop that is as relevant today as it was when it was first introduced in July of 2017.
Drawing on the ironic appeal of a luxury brand being experienced in a ubiquitous laundromat provides a slightly attainable feel for a line of scarves that can set you back at least a couple hundred dollars.
The pop up laundromat were installed across Europe and the US to attract customer to dip-die their own scarves or new ones.
The large windows drew people in and encouraged people watching.
A fun dichotomy of luxury and kitch, the Hermès Hermèsmatic dip-dye was a great temporary attraction that appeals to a new demographic of buyers. An experience that with arguably more value than the product as it connects the shopper with the brand, not just the product.