Luxury brands know that they have to appeal to the next generation of customers. Sometimes it’s through creating youthful, trendier designs; other times it’s by sticking to what they know best, but presenting it in a highly modern way. Hermès opted for the latter with its latest immersive event, Carré Club. The traveling pop-up, which opens to the public in New York City today, will hit the road globally with stops in Toronto (later this month), Singapore (October), and Los Angeles and Milan (both in November.)
As conceived by artistic director Bali Barret, the space feels like a particularly chic members-only social club — except that everyone can join and there are artists everywhere. Upon entering, guests receive membership cards at a front desk manned by staff clad in scarf-printed jumpsuits. (You know how Hermès feels about scarves.) From there, they’ll receive a speedy portrait by Cyrille Diatkine, one of many young artists who were brought on for the project.
In another corner, guests will find French-German artist Edouard Baribeaud, who colors the detailed drawing of his first scarf with different variations. In another, Virginie Jamin improvises illustrations around her existing designs. Alice Shirley, who creates realistic animal drawings among stylized natural settings, will discuss her approach, while the the team of Ugo Gattoni and Jean-Simon Roch will create and animate drawings of a character named Mino. And in the center of the space, Octave Marsal and Théo de Gueltzl will create live charcoal drawings of organic shapes on an elaborate, hand-cranked machine.
Need a break from all the art? Try the Carré-ok, a sealed studio lined in scarves that’ll accommodate four people for a karaoke session. A café in the back serves coffee and sandwiches, while a retro photo booth offers guests a chance to listen to stories about the scarves (and serve as a convenient photo backdrop.) And of course, there’s a shop where you can buy the brand’s silky creations, including custom pieces created solely for the pop-up. Scroll ahead to see photos from the space as well as some of the exclusive designs.
Hermès Carré Club, 459 West 14th; Open September 13 to 16.