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Published: 17 Jan 2011

Hermès Theatrical Dinner


Last week, luxury fashion brand Hermès ushered in 2011 (which it is currently billing as the year of the contemporary artisan) with a performance-led meal in the Paris suburb of Pantin.

Employing the talents of François Delarozière, artistic director of French production company La Machine, Hermès entertained guests with an inventive presentation involving a series of fantastical contraptions.

This included a wheel of guitars that strummed as it turned, and giant fishing rods that lowered waiters from above to grind black pepper onto food, or drop sugar cubes into coffee.

Hermès’ decision to celebrate 2011 as the year of the artisan is a further example of the luxury market’s current emphasis on brand heritage. Read more in our report Luxury Provenance: How to Use Heritage.


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