Hermès, the renowned luxury brand recognized for its high-end accessories, is gearing up for a global marketing campaign that will captivate consumers through a series of immersive events. The inaugural event, named HermèsFit, is set to take place in Paris this December, aligning consumers’ love for fitness with the brand’s accessories.
The École des Beaux-Arts will host the event, offering attendees a one-of-a-kind “active experience” centered around Hermès accessories. Participants can engage in a wide range of activities such as Carré Yoga, Stretch’Ceinture, Haltéro’Chaussure, and Chapeau Balance. Dedicated studios will be available to accommodate these classes, alongside a weights rack, callisthenics space, boxing ring, climbing wall, and more.
Upon arrival, visitors will be warmly greeted by a team of sport coaches and presented with the opportunity to select an accessory from a curated collection, encompassing silk scarves, shoes, bracelets, and belts. They can then seamlessly incorporate their chosen accessory into their preferred workout.
HermèsFit will extend beyond the boundaries of Paris, as the brand plans to introduce this concept in other prominent cities around the world, including Chengdu, Tokyo, New York, Taiwan, and Shanghai. The brand’s objective is to showcase the seamless interaction between its accessories and various forms of exercise. For instance, the Carré Yoga session will accentuate the tranquility of yoga poses when combined with a luxurious silk scarf, while the Haltéro’Chaussure class will demonstrate how Hermès shoes can serve as a substitute for traditional weights during muscle-building exercises.
Beyond the fitness aspect, HermèsFit intends to provide entertainment and social media opportunities. An exciting lineup of acrobatic performances and live concerts is scheduled in the HermèsFit ring, while guests can capture memorable moments in a visually appealing photo booth or enjoy a refreshing beverage at the juice bar. The #HERMESFIT days will also encompass engaging events such as Minutes folles, Combats de pouces, and Rollers dancing.
Open to the public and free of charge, HermèsFit will run from December 1 to December 5, with bookings commencing on November 15. This unique concept aims to tap into consumers’ fervor for fitness, simultaneously showcasing the brand’s accessories in an imaginative and interactive manner.
Useful links:
1. Hermès Official Website: Visit the official Hermès website to explore their range of luxury accessories and stay updated on their latest endeavors.
2. École des Beaux-Arts Website: Discover the École des Beaux-Arts, the iconic venue hosting HermèsFit, and learn more about its rich artistic heritage and offerings.
