Hermès created an augmented reality (AR) app in support of the Parfumerie, further blurring the lines between digital and experiential content. The goal was to elevate and enrich the guests’ tactile, physical experience through an innovative journey of discovery. Using the camera of one’s mobile device, the app reveals hidden content throughout the store, allowing the Hermès metier story to unfold before the guests’ eyes.

By embracing Hermès longstanding commitment to evolution and innovation, Hermès successfully created a comprehensive, holistic brand experience that resulted in delight and discovery for a new generation of brand customers.

Hermes opened their first-ever Parfumerie in downtown Manhattan in September of 2015 and wished to create a digital and physical experience that would speak to the Hermes creative and artistic vision, without changing or altering the architecture and clean lines of the interior of the store. Hermes built an augmented reality app that used triggers placed throughout the store, to share custom animations and illustrations inspired by the Hermes parfum story. The animations were concepted by Hermes’ creative team and meant to add rich story layers to share with new customers of the brand. The activation was available to anybody with a smart phone and was shared with guests of the Parfumerie.

The Hermes Parfumerie opened to great buzz in the press and among fashion influencers, driven by the creative, innovative engagement produced for the opening. 190,000,000 press impressions and 4,000,000 social views drove significant awareness of the new location. In it’s first year of business, the Parfumerie was named Women’s Wear Daily’s Retailer of the Year.