Hermès hosted last week in New York a major event at the “House of Morgan,” the former J.P. Morgan headquarters on Wall Street. After a runway show of the women’s collection, shown in Paris in March, guests were led through a succession of rooms dedicated to the company’s universe of different offerings. Each room would play host to a different attraction.
With a predominant carnival feel, the event hosted a “silk reader” telling fortunes based on the printed scarf chosen by a guest; bathing beauties doing a synchronized “swim” dance in front of a painted pool showed off the latest swimwear collection; a photo booth was set up for guests to take pictures atop carousel horses; champagne was served through a “bangle bar”; a silk-wallpapered room would host a singer’s performance etc.
Mr. Dumas said: “We need also to surprise our customer, but first to surprise our customer, we need to surprise ourselves. I want to get surprised. And everybody in Hermès wants to do the effort to surprise me.”
Mr. Dumas said that he didn’t expect any return on the investment in the event. The symbolism seemed to be enough. “It was very nice to be just next to the golden boy of the stock exchange on the opposite side of the street,”
adapted from The New York Times
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