This pop-up store’s concept gravitates around music and vinyls, visitors are transported to a vintage records shop. The flamboyant silk creations are part of different collections of the Maison, and each cloth is presented in the form of vinyl records, of which songs have been used in Hermés past défiles.
Music, Art and Silk
The experience draw the attention of consumers, it makes them feel part of something bigger than a simple purchase by establishing a connection with the products at a personal level while creating an exclusive feel – perfect for a luxury brand and hence powerful FOMO around the limited presence of the store. Designed in alignment with meaningful causes evoking art, music and design, and accompanied by micro-influencers marketing (with actual locally rooted and beyond the digital world influence), the Silk-mix pop-up boosted the experience delivery through a series of concerts and Dj sets, including one by Thierry Planelle responsible for the soundtracks of the Hermès Men’s défilés for 15 years.
Luxury brand activation
Hermès latest brand activation follows the major buzz created by its “predecessor” the Hermès’ laundromat-inspired pop-up shop, these are just a few of examples of how luxury brands are indulging their ‘clientele’ in unlikely activations or experiential marketing. There has been a major shift among high profile brands and in general across all luxury sectors from sponsorship to the creation of innovative and engaging high-level experiences, that are not to be found in the digital customer relationship.
Experiential pop-ups have become a sought-after method and even a core element of a luxury brand’s strategy to showcase or introduce their premium quality, attributes of superiority, new brand imagery or simply the exclusivity to life.
The flexibility of location and time-scale give luxury brands like Hermés the opportunity to stay top of mind with luxury consumers and new targets, for instance, the experience-seeking millennial, like me.