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.


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.


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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