In 2018, to excite a new, younger consumer audience and highlight its silk designs, Hermès transformed its Madison Avenue men’s flagship into a vinyl record store for a two-week art and music installation, dubbed Silk Mix. Our team brought Silk Mix to life through an experiential and media relations strategy that earned Hermès more than 54 million media impressions and the attendance of over 500 VIP guests at the opening and closing parties.

In addition to the opening and closing night parties, our agency orchestrated four smaller in-store events throughout the campaign targeting high-profile individuals in industries relevant to Hermès, including tech, design, finance, and music.