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Brief Published: 5 Oct 2016

Inclusive Luxe: Hermès Scarf Tune-Up


In preparation for the 80th anniversary of its scarf division La Maison des Carrés in 2017, Hermès has already begun paying homage to its most iconic product – the printed silk scarf. A series of retro-style laundry pop-ups will include a free scarf-refreshing service, regardless of the brand.

Taking the unusually inclusive stance of acknowledging products from other brands in order to hook Hermès-curious customers, the experience allows visitors to bring in silk scarves for a custom dye in unlimited colour variations, overseen by a set of on-site fabric treatment experts offering bespoke advice.

After a 48-hour slow cleaning and drying process, customers pick up their revived, perfectly folded scarf – wrapped in Hermès tissue and packaged in a branded shopping bag, creating a halo of exclusivity around the service. The entire tune-up is free of charge.

Additionally, the spaces are selling a limited edition anniversary range of scarves using redesigned patterns from the brand’s archive, some of which have been dip-dyed in Hermes’s specialist silk workshops in Lyon.

Referred to as ‘Hermèsmatics’, the short-lived launderettes are bathed in the brand’s bright signature orange and will launch simultaneously during the first week of October 2016 in Munich, Strasbourg, Amsterdam and Kyoto, remaining in-situ for two weeks. 

For more on brands transforming into service providers, see Elevating the Mundane: The Laundress Fabric Care Flagship, Active Flagships and The Supportive Sell. For more on how the luxury sector is shifting on its axis, see our New-Era Luxury MacroTrend.