From June 19 to 29, Hermès is bringing its escape game to New York. Entitled “Mystery at the Grooms,” this playful pop-up installation highlights the equestrian and poetic identity of the House, while showcasing its expertise.
At a time when major fashion houses are taking over the coastline and decorating private beaches and hotel pools in their signature colors, Hermès, a master of the “sideways move,” has chosen to roll out a different kind of pop-up: an escape game.
Following on from the West Bund Dome in Shanghai last December, its “Grooms House” pop-up is now coming to a new destination: New York.
For a week and a half, the Faubourg Saint-Honoré-based brand has chosen to take over 299 South Street, home to the Pier 36 event space. This escape game serves both to tell the brand’s story—but in a discreet way—and to raise public awareness of its various crafts, to the point of being seen as a concrete example of “story living.”
This installation will travel to Tokyo and Singapore before arriving in Paris.
A mystery to solve
Amidst “luxury fatigue,” Hermès has chosen the path of free access sprinkled with a touch of exclusivity. The escape game offered by the brand, accessible to ages 7 and up by reservation, is 100% free. Each session lasts approximately one hour, with the luxury brand opting for an immersive experience based on time rather than a simple fleeting activity.
“With this installation, the House is once again exploring a territory that one would not expect from such a codified, prestigious, and quiet luxury brand: that of play, participation, and surprise,” emphasizes Rémi le Druillenec, CEO of the customer experience agency Héroïne.
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Featured photo: © Hermès
