Hermès Offers Shoppers Retail Respite At Its Pop-Up Café

Hermès Offers Shoppers Retail Respite At Its Pop-Up Café
Brand Activation & Immersion

Hermès gives visitors a place for a break after a long day of shopping with its quiet, tucked-away courtyard attraction, maintaining the brand's association with avant-garde art as well as offering a new way for people to interact with the brand

Rachel Gonzalez
  • 10 july 2018

Historically unconventional design house Hermès has taken another step out of the box with its new pop-up café. Located in the interior courtyard of New Bond Street’s Time & Life Building in London, this quirky café is a perfect fit for a summer afternoon.

The café is the product of creative team Isabel + Helen who wanted to “recreate ‘A walk in the garden’ by abstracting flowers into their simplest form.” The yellow, pink and orange colors of the spherical blooms serve as complement to the palette of the Peake’s tableware design used at the cafe, launched earlier this year at Hermès’ colorful Salone del Mobile installation.

While Hermès doesn’t have any of its items on sale in the café, it does surround those who stop by with its brand, serving as an artistic extension of the French brand known for its whimsical designs and avant-garde aesthetic. For those who are not just fair-weather fashion fans and treat shopping as more of a lifestyle than a hobby, being able to unwind in the heart of Hermès’ latest creation lets consumers interact with the brand in a new and immersive way.


Lead image: Hermes Restaurant & Cafe via Instagram

+brand activation & immersion
+store experience & design

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