Hermès, the iconic French brand, recently held a memorable event in the Camargue to honor the Year of Astonishment. The gathering paid tribute to the noble horses that inhabit Europe’s largest wetland and showcased the brand’s craftsmanship, tradition, and artistry. What set this event apart was the absence of visible logos or branding. Instead, the focus was solely on the horse, which has been a significant source of inspiration for Hermès since its inception in 1837 as a harness maker in Paris.
The evening kicked off with a captivating performance by electro-folk singer Lyra Pramuk, accompanied by a glider that had mysteriously landed near a beautiful pond. Dancers and pied piper Emiliano Maggi led the audience in a lively dance towards the main action, where guests took their seats on a custom-built stand rising out of the Camargue. To reach their seats, attendees had to wade through a canal while wearing rubber boots provided by Hermès. Once settled, they were treated to a breathtaking concert by a choir dressed in the muddy gray hues reminiscent of the region’s canals.
La Horde, a creative group from the nearby National Ballet of Marseille, flawlessly organized the event. Renowned for their innovative blend of film, performance, and dance, La Horde added their unique touch to the evening. Additionally, the local equestrian troupe Hasta Luego presented a mesmerizing dressage display. Magnificent stallions showcased their skills, prancing, pirouetting, and executing intricate patterns that mesmerized the audience. Each hoof strike created a rhythmic drumbeat, enhancing the already breathtaking spectacle. A quartet of acrobatic riders further captivated the crowd with their awe-inspiring stunts. Undoubtedly, the climax of the evening was the appearance of a herd of semi-feral white horses, expertly guided by a group of riders referred to as “gardians.” These horses, under the guidance of 89-year-old rancher Henri Laurent, earned a well-deserved standing ovation.
Following the performances, guests were treated to an exquisite dinner inside the Laurents’ bull ring, catered by the renowned chef Armand Arnal. Chef Arnal, known for his innovative blend of Camargue cooking, Japanese cuisine, and local produce, crafted a delectable vegetarian menu. Dishes incorporated unique combinations like beetroot and raspberries flavored with hibiscus, almond aioli, Mallorcan onions, and golden Camargue risotto.
Since 1987, Hermès has selected an annual theme, a concept introduced by Jean-Louis Dumas, Pierre Alexis Dumas’ father. Past themes include “In the Pursuit of Dreams” in 2019 and “An Odyssey” in 2021. Invitations to these events are shrouded in secrecy, with guests only informed of the starting point. This year, approximately 120 individuals gathered at the Gare du Lyon train station to embark on a TGV high-speed train journey to Avignon before being driven to local farms, such as Mas de Peint.
Throughout the event, Hermès refrained from showcasing its products or focusing on overt branding. Instead, it aimed to convey the essence of the brand – exceptional quality crafted by skilled artisans, inspired by diverse creative minds and cultures. Despite the emphasis on artistry rather than sales, Hermès continues to enjoy remarkable success, evidenced by its net profit of 2.991 billion euros and revenues of 11.6 billion euros in the previous year.
Pierre Alexis Dumas, the creative director of Hermès, eloquently summarized the spirit of the event, stating, “We are craftsmen who make products by hand and with care, and what is most surprising is that so many people want to buy them. That is astonishing.” With its Astonishing Hermès in the Camargue event, the brand authentically embodied its 2023 theme, celebrating the enduring love for horses and craftsmanship amidst a picturesque setting.
Useful Links:
Hermès Official Website
Camargue Tourism Website
