Retail | Refresh your Carré at the Hermesmatic new pop-up concept

As it prepares to celebrate the 80th anniversary of its signature silk scarves, Hermès is launching pop-up laundromats filled with washing machines in multiple locations.

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Accustomed to the creation of surprisingly refreshing pop-up stores, always full of talent, beauty and the right bit of humor ; this smart and innovative concept is destined to possessors of long-time scarves and provides them with an access to an exclusive and entirely free 48 hours service. Indeed, the washing machines, covered in the brand’s singular orange, can give scarves a blue or pink rinse and the dryers will supposedly be able to restore their original softness, breathing new life into them.

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Launching all around the world (reportedly in Amsterdam, Munich, Strasbourg and Kyoto as first destinations for this retail experience), each space also features a store selling scarves in signature patterns from the house’s archives, dip-dyed in nine different shades in the Hermès’ workshops located in Lyon.


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Post written by Allan Joseph, Branding Strategist & Menswear Editor

After graduating from Toulouse Business School in 2012 and having multiple experiences as a Freelancer during 3 years, Allan works currently as a Strategist for Be Angels Agency. Specialized in Luxury marketing & advertising, he collaborated to the notorious book « La Génération Y et le Luxe » and joined Clausette Magazine in December 2015.

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