Chanel S.A.

Hermès sets up a laundromat-style scarf pop-up at Westfield Century City; Max Mara to bring 'Wrapped in Luxury' exhibit to Beverly Hills

Hermès sets up a laundromat-style scarf pop-up at Westfield Century City; Max Mara to bring 'Wrapped in Luxury' exhibit to Beverly Hills

The venerable Hermès has been enticed by the pop-up-shop craze but, of course, has an altogether unique take on it. The coveted French brand is inviting owners of its silk scarves to Hermèsmatic, its quirky, laundromat-style pop-up where scarves can be given a complimentary dip-dyed face-lift.

“The concept comes from wanting to ‘surprise’ our existing and future clients by encountering Hermès in a totally unexpected location and in a very unexpected way — a laundromat,” said Robert Chavez, the brand’s U.S. chief executive officer. The event replicates ones in New York, Washington, D.C., and Nashville.

Chavez said the initiative should appeal to...

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