Hermès launches New York City pop-up shop to dye its silk scarves
The French luxury house has installed a pop-up “laundromat” in New York City. At the installation, visitors will be able to dip-dye the brand’s iconic silk scarves.
Located at 90 Gansevoort Street in the neighborhood of Chelsea, the Hermèsmatic pop-up experience will sell both vintage and pre-dyed Hermès scarves, or allow those who already own a silk scarf to dye it fuchsia, violet, or denim blue. The dying process takes 24 to 48 hours and will not damage the scarf. The final scarves will then be hand-delivered to customers.
Open to the public, the Hermèsmatic pop-up space is decorated with fluorescent orange Hermès-branded washing machines. Despite the decoration, the pop-up will not actually offer any washing services.
One of the scarves available for sale at the pop-up is The Battery Park scarf, which depicts the namesake public park located in downtown Manhattan. A portion of the proceeds from the scarves, which retail for $395, will be donated to the conservation of the park.
Following its stint in New York City, the Hermèsmatic installation will travel throughout the country, with stops in Washington, D.C., Nashville and Los Angeles. The New York pop-up will remain open from June 14 to June 18.
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