The temporary installation at New York’s Pier 36 transformed the brand’s equestrian heritage into an interactive detective game. ‘Mystery at the Grooms’ invited participants aged seven and above to engage with Hermès’ history and craftsmanship in an unconventional format. The luxury label staged a fictional scenario where grooms (the brand’s symbolic caretakers) have lost their horses within a house filled with Hermès objects. The experiential marketing campaign cleverly encouraged close observation of the brand’s design details while maintaining an atmosphere of playful discovery.
The 60-minute seek-and-find format effectively balanced entertainment with brand education, allowing participants to organically encounter Hermès’ products and heritage without traditional sales messaging.
Image Credit: Hermés
