Hermes is a popular brand that is most known for its expensive scarves and its new pop-up store combines luxury with a relatively banal activity.
Doing laundry is not the first thing that people think of when attending a pop-up store for a luxury scarf brand, but that is exactly what Hermes is offering in this temporary establishment under the moniker 'Hermesmatic.' Those attending the Amsterdam-based pop-up pick a color and a dyeing program on a machine in order to customize their scarves and put them in a special dryer. The process takes 48 hours and the resulting products are personalized but still maintain their luxurious nature.
This vivid orange Hermes store and the concept behind it ensures that it is unlikely to be ignored by those passing by on the street, or forgotten by those who use its unique services.
Scarf-Personalizing Pop-Ups
Hermes' Pop-Up Store Takes Inspiration from the Task of Doing Laundry
Trend Themes
1. Luxury Personalization - There is an opportunity for luxury brands to offer personalized experiences to customers.
2. Innovative Pop-ups - Pop-up stores can be used to offer unique and unexpected experiences to customers.
3. Convergence Marketing - Marketing efforts that combine seemingly unrelated concepts can create buzz and increase brand recognition.
Industry Implications
1. Fashion & Retail - Luxury fashion brands can offer personalized experiences through pop-up shops.
2. Dyeing & Textile - Innovative dyeing programs can be developed to offer personalized textile products.
3. Marketing & Advertising - Convergence marketing can be used in various industries to create buzz and increase brand recognition.