The grand opening of Hermès’ new 20,250-square-foot Maison, just a block north of the house’s old flagship store, had everything a good party should be: a musical performance Original music with three acts, a Katz food truck, a caviar diner. menu and Martha Stewart.
To celebrate the brand’s location at 706 Madison – which looks more like your richest friend’s multi-story home than a commercial venue – Hermès took guests on an immersive journey.
For me, that journey begins at the door, as I pass intricate sets of Hermès scarves (some made specifically for the grand opening) and a room filled with accessories: hats, gloves. and Hermès disc. As I walked up the winding marble stairs, I could already hear singing.
A group of performers in pastel costumes, one wearing a blazer emblazoned with the phrase “it must be perfect”, began performing the first part of their musical. Love around the block. Somehow it reminds me of Don’t worry, honey (Honestly, though, things seem to be doing the same these days). Along the way, Marjorie Harvey smiled and swayed to the music with a mini-Kelly bag in hand and a set of Loewe ball heels on her feet. She spotted a fellow fashionista wearing a beige Hermès outerwear along the way and uttered “Love your outfit” to her, to which she replied, “I love the outfit. your”. The meeting was warm and kind. Celebrities – they’re just like us but wearing clothes worth enough to pay off a mortgage.
As the performance continued, I struggled to keep up with the storyline but was still distracted by all the Hermès around me. Something happened between a couple named Max and Joanna. However, I could argue that someone lost a ring and someone in the script said the words “You are a suitcase person or a furniture maker”. But I digress.
When Act One ended, we were led down another smooth spiral staircase, much larger than the previous one. I looked up to see what seemed to be a never-ending passage: the stairs to Hermès heaven, I suppose. The staff held signs over their heads that said “Follow me” and we were blindly out the door of the new location and onto the street, where the house had closed the entire party block. . Here in the cool autumn air, custom-branded Hermès-wrapped food trucks serve up delicious fare like pastrami, tacos, cheesecake and dumplings, to name a few. I broke away from the crowd for a brief moment to grab a crustless cheeseburger from Junior’s. I was one of the few people present without a Birkin or Kelly hanging from their arm (boo-hoo), so I think my best shot of this night’s decadence was through food.
Laura Jung, a content creator, influencer and self-proclaimed soon-to-be client, told me, “I don’t know how this is going to work out. “I thought it was a musical. I didn’t know it was a complete block party. It’s not like what people think of Hermès. As for why she was there, she added, “You don’t say no to Hermès when they invite you to a party.”
Tonight, she borrowed a mini brown Kelly: “Holding a Hermès bag is transformative.”
Act Two is brief and takes place on an outdoor stage across from the food carts. It all seemed to be over when we suddenly found ourselves crossing the street in a rowdy crowd, returning to Hermès’ old spot for Act Three, in which our aforementioned characters, Max and Joanna, were engagement. Someone must have found the ring.
In this space, the rug is also red, as well as light and evokes a sense of nostalgia, late ’70s, and another spiral staircase (seems to be the brand’s favorite motif) ends connecting several floors that once housed New York’s Hermès collection. . In the former Birkins cemetery, attendees celebrated cocktails and Champagne flutes and danced with each other as photographers swept through the crowd, snapping photos of the very important group of clients that had turned up the night. A few floors up, a makeshift diner has been set up, although calling it a diner feels stressful considering the menu is salmon tartare and double baked potato with caviar.
“This is super chic. What I like about Hermès is that they don’t take themselves too seriously,” says Rie Maiden, who runs the marketing department of a beauty brand. “Girls will always want it.”
I asked her what owning a Hermès product represents, and she replied: “Condition. Luxurious. Richness.”
Back outside, where I once again found myself searching for food, and what I found in the form of a truffle-cheddar soft cookie, there was no shortage of luxury on display. Chairs and tables are set up by the roadside for top observers.
That’s when we discovered the queen of status, luxury and wealth: Martha Stewart. My friend turned to me and said, without hesitation, “This is my Paris Fashion Week.”
https://www.thecut.com/2022/09/microdosing-opulence-at-the-herms-block-party.html Microdosing Opulence at the Hermès Block Party