Hermès is bringing an immersive experience to its men’s store in New York by transforming the space into a vinyl record store for 10 days. Titled the Silk Mix, the space is an art installation centered around music, while showcasing the luxury label’s iconic silks.
On entering the main floor, customers are met with a replica of an old-fashioned vinyl record store with a twist – all albums on display are covered with a different silk design from the men’s assortment, which amounts to 225 different styles and 53 patterns.
The idea is that shoppers can pick their favorite pattern and put the record on for a spin at a bank of available turntables. Adding to the immersive environment are walls covered in dozens of cassette tapes adorned with 125 styles, and 25 different patterns of men’s tie designs.
The creative experience was developed by Véronique Nichanian, the brand’s head of menswear, Christophe Goineau, creative director of men’s silk, and Thierry Planelle, who has curated music for the label’s men’s show for the past 15 years.
“As a retailer, I had a few palpitations,” said Robert Chavez, CEO of the label, to WWD, on the Silk Mix concept. “But we keep talking about experiences in retail and I think when people come in and see this, they’re going to be very surprised. It’s very interactive and fun, so why not.”
Beyond the experience, which is set to travel to other cities this year, having kickstarted already in Europe in 2017, the label has also recently launched a Hermès Héritage exhibition at its Beverly Hills flagship. Celebrating the brand’s history, this first chapter, titled “Harnessing the Roots”, focuses on fashion-meets-function with a look at the house’s history of almost 200 years.