NEW YORK — Hermès is venturing to the west side of Manhattan today, opening a pop-up shop at the Time Warner Center in Columbus Circle with an omnichannel tie-in.
Coinciding with the launch of the brand’s first app, Silk Knots, the Silk Bar pop-up, will be open through Oct. 31 and will carry scarves — including the Maxi Twilly line introduced last week, which retails for $290; ties, and enamel accessories. This is Hermès’ first Silk Bar in the U.S. The concept had a month-long run in Taipei, Taiwan, this April.
An oval-shaped kiosk located in the lobby of the building will have a “youthful, fun” feel, possessing a “diner aspect,” said Robert Chavez, president and chief executive officer of Hermès USA, in an interview at the company’s 59th Street headquarters here. A retro diner was the inspiration, and an orange neon “Diner” sign that says “Hermès” will be affixed to the front and back of the kiosk.
“This is not like walking into our Madison Avenue store,” Chavez said of the installation, which is intended to give consumers a “sense of urgency” to visit the shop this month. He also said the highly trafficked location will help attract new as well as existing clients who might discover the silk collection in a different way.
A “menu” — or a neon chalkboard — will list the “Daily Silk Specials” and options for sale. According to Hermès senior vice president of communications Peter Malachi, the decor was conceptualized by Bali Barret, women’s universe artistic director at the company, who wanted to “shake up the image of Hermès a little, serving up a more playful and casual atmosphere.”
Consumers are urged to use the Silk Knots app while at the Silk Bar. The app educates shoppers about the brand’s scarves and is comprised of four categories — knotting films, knotting cards, video albums and collection highlights. Users are encouraged to post images of themselves in Hermès scarves.
Chavez called digital “the craftsmanship of the future,” and said 33 percent of the company’s media spend will be devoted to digital next year, up from 10 percent currently. He declined to reveal the firm’s total media spend.
Hermès was relatively early to e-commerce, unveiling a site in 2002 that sold scarves, ties and enamel accessories. The digital flagship added apparel two years ago, except for runway and editorial pieces.
Of all the brick-and-mortar locations in the U.S. — 27 boutiques spanning 16 states — the e-commerce site saw the company’s best increase in terms of sales last year.
“What the Web site did for business was open the door to millions of people,” Chavez said. “A year after it launched [in 2003], we were already shipping to all 50 states.”
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)