Tonight marked the launch of two Hermès pop-up stores (yes, we know it isn’t 2007), one at the Rochelle School of Art in Shoreditch and the other on Ledbury road in West London. The launch – to support the campaign surrounding J’aime mon carré – echoed the consumer experience, on a somewhat larger scale.


First off, you are greeted by a giant orange H-shaped installation with flat-screen monitors to cement the interactive experience (something that is very new for the Parisian luxury brand). Once inside, you take your pick from one of two “scarf bars”, manned by Hermès-trained scarf stylists, on hand to show you how to wear your scarf with style. You then head to the photo area, where you either take away your picture or upload it to the J’aime mon carré website.


Both venues also include short fashion film screening and chill out areas. Definitely worth popping into.

Rochelle School Of Art, Club Row Entrance, Arnold Circus, London. E2 7ES

18 – 19 November 12.00pm – 8.00pm
20 November 10.00am – 6.00pm
21 November – 10.00am – 4.00pm

Ledbury Road 79 – 81 Ledbury Road, London. W11 2AG

Opens 25 November

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