Internationally renowned high fashion house Hermès has always taken a unique approach to marketing. From creatively upcycling its leftover materials (you may remember our feature on “Petit H” back in the Jan/Feb 21 issue) to doling out invitations to fun activations – like its interactive Hermèsmatic pop-up concept shops that allowed customers to refresh their old Hermès scarves using a cool dip-dye technique – it is an exciting brand to keep your eye on.
The latest event from the luxury fashion hard hitter is a bit… more active. From December 1st to the 5th, 2021, Hermès will transform a portion of the Beaux Arts de Paris into a gymnasium. The activation will be a much-anticipated complement to the Hermès Fit campaign, which was released earlier this year and championed accessories and movement. This go-around will spotlight home accessories, as styled in and around sports practices.
The pop-up will comprise several areas of sport that visitors can partake in: yoga, boxing, weight lifting, stretching, climbing, gymnastics and more, all surrounded by interiors outfitted in signature Hermès colors and iconic motifs.
There will also be professional coaches, acrobatic performances, concerts and a juice bar. Look out – it’s in Paris now, but Hermès is bringing their stylish “gym” to several major cities across the world.
Check out some pictures from the activation that popped up in Brooklyn’s Williamsburg neighborhood below!
Photos © Hermès