Mobile > Apps

MOBILE PARFUMERIE

DISRUPTIVE MEDIA LAB, New York / HERMES / 2016

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Overview

Credits

OVERVIEW

CampaignDescription

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.

Execution

Hermès 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.

Outcome

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.

Strategy

Hermès takes great pride in the design & architecture of their retail stores, and wished to create buzz and interest in their new Parfumerie without distracting from the overall design and intimate size. By developing an AR app experience, Hermes was able to tell their rich brand story, create a memorable brand experience for their target audience, and establish the Hermes Parfumerie as a unique, innovative shopping destination. The target audience was local and national fashion influencers, all guests of the Hermes Parfumerie, and anybody with a smartphone that wished to experience the brand story. By developing a strategy that augmented and connected the digital to the experiential, Hermes was able to offer a 360 brand experience for their guests and create more engaging opportunities for shared user generated content.

Synopsis

Hermes opened their first ever Parfumerie in the world in New York City, and wished to produce an experiential event and activation that would connect clients to the rich history of the parfum metier and the house of Hermès. The goal was to faithfully express the rich heritage inherent to Hermès parfums metier, their rich history of innovation and craftsmanship, and the refined artistry that defines the Hermès brand.

To bring this campaign to life, Hermès conceived and produced a launch event that was a celebration of the senses through a distinctly Hermès lens. Guests were fully immersed in the world of Hermès: from the decadent floral-draped entry to a 7-foot rendering of the Origami Cheval featured in the home fragrance collection to the group of drummers playing the iconic Hermès hat boxes.

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