What’s in an Hermès ’Pop-Up?

Inside Mystery at the Grooms’

Crossing into Pier 36, a mammoth New York warehouse, the huge space is treated as an equestrian manor for the Mystery at the Grooms pop-up of Hermès, from June 19 to June 29, 2025. There is excitement in the air as one is handed an assignment to find five hidden horses in each of the six elaborately designed rooms. Every detail weaves Hermès’ heritage into the experience.

• The Laundry Room: Hermès scarves glide in the whirl of glass-front washing machines, the vivid patterns swirling like art created for the occasion. Silk ties fall from wicker baskets, the colours tumbling in cacophony. Wipe off a steamed glass to witness a silver-glass horse silhouette.
• The Dormitory: A warm room for embroidered bedding with a golden horse galloping across the quilt. A leather keychain in a prancing horse shape hangs beside a brass lamp. Through the peephole of a painting, find another horse in a painted glen. 
• The Pantry: Faux apples, carrots, and oats fill the shelves. Weigh some of the goods on the Old World scale, and a wooden crate will open to reveal the glow of a carved horse under the floodlight.
• The Living Room: A hand-stitched leather sofa welcomes. The crystal decanter on the side table holds light hostage, the etched horse shimmering with secret. 
• The Study: Leather-bound journals line the shelves, embossed with equestrian motifs. Hidden in a drawer is a smooth and cool horse-shaped paperweight. 
• The Stable: A final room smells of polished leather. The saddle, meaningfully crafted by Hermès’ aesthetics, carries a horse carved into its underside, recalling a horse-shaped Ingres of the brand’s 1837 saddle-making.

Each room highlights a Hermès craft—leather, silk, textiles—without overt sales pressure. Visitors left captivated, sharing their experiences widely online, amplifying Hermès’ allure through social media buzz. This is Hermès redefining luxury retail as a treasure hunt.

Can you imagine uncovering these secrets in a city near you?

Why Hermès Pop-Ups Mesmerise

Hermès pop-up stores aren’t shops—they’re portals to wonder. Here’s what sets them apart:

• Playful Immersion: Mystery at the Grooms’ was a 40-minute escape room, not a sales pitch. You’re exploring, solving puzzles in rooms that feel alive.
• Craftsmanship Unveiled: Every detail, from hand-stitched leather to silk embroidery, showcases Hermès’s mastery, rooted in 1837.
• Exclusive Allure: Free entry requires online registration, with limited slots creating a thrilling sense of scarcity.
• Equestrian Heart: Hidden horses connect to Hermès’ origins, making each find a nod to their heritage.

Have you ever stepped into a brand’s world so fully? Hermès makes every pop-up unforgettable.

The Charm of Hermèsmatic

Hermès transforms the mundane into magic. In 2017, their Hermèsmatic pop-up in New York City turned a laundromat into a vibrant playground, open from June 14 to June 18 at 90 Gansevoort Street. Visitors dipped Hermès silk scarves in fuchsia, violet, or denim blue dye. Retro washing machines, painted in bold hues, doubled as Instagram-ready props. Bring your scarf for a free dye or buy a pre-dyed one.

What made it shine?

• Unexpected Venue: A gritty laundromat became a chic haven, drawing crowds.
• Personal Creation: Dyeing a scarf felt like crafting a Hermès heirloom, with many visitors cherishing their unique pieces.
• Social Buzz: Hermèsmatic generated significant online engagement, its fame growing as it toured to Los Angeles and beyond.

Would you dip a scarf in a Hermès laundromat? The experience would linger forever.

What Awaits in a Hermès Pop-Up

A Hermès pop-up is more than a visit—it’s a moment. Here’s what you’ll find:

• Surprises Everywhere: Hidden horses in mirrors or crates keep you exploring for 40–45 minutes, time slipping away.
• Craft Up Close: Feel a leather saddle’s texture or trace silk embroidery. You’ll understand Hermès’ centuries-old expertise.
• Photo-Ready Scenes: Swirling scarves and glowing leather beg for snaps, fuelling social media shares.
• No Sales Pressure: The focus is joy, not purchases, leaving you with stories to tell.

What moment would you capture in a Hermès pop-up?

Why Seek a Hermès Pop-Up Worldwide

From New York to Tokyo, cities pulse with pop-up energy, and Hermès leads the luxury pack. A pop-up could appear in a Parisian loft, a Dubai warehouse, or a Singapore rooftop. Here’s why you should visit:

• Fleeting Magic: Pop-ups like Mystery at the Grooms’ last mere days, with slots filling quickly.
• Free Entry: No ticket cost, just online registration, fostering a deep brand connection.
• Stories to Share: You’ll leave with tales of hidden horses or dyed scarves, perfect for sparking conversations.
• Global Trend: The pop-up market, valued at billions globally in 2024, grows steadily, with Hermès setting the luxury standard.

When did a store leave you awestruck? A Hermès pop-up could be your next thrill.

Pictorial Glimpses

Visualise Mystery at the Grooms’:

• Laundry Room: Scarves dance in glowing machines, a horse etched in mirror steam.
• Dormitory: Gold-stitched quilts and a horse-shaped keychain glow under lamplight.
• Pantry: A scale reveals a wooden horse from a crate, sparking delight.

These images stay with you long after you leave.

Questions to Ignite Curiosity

• What’s the most unique pop-up you’ve seen?
• Would you hunt for hidden horses or dye a silk scarf?
• Which Hermès craft—leather, silk, or textiles—captivates you?
• Could you resist photographing a Hermès pop-up?
• Where would you love to see a Hermès pop-up next?

Let these questions stoke your excitement for Hermès’ next event.

Hermès’ Worldwide Pop-Up Magic

Hermès’ pop-ups enchant globally, hinting at what’s next:

• Paris (2019): A pop-up cinema screened scarf-inspired films, drawing crowds.
• Tokyo (2023): A pop-up café served Hermès-branded desserts, fully booked in days.
• London (2022): A leatherwork gallery showcased saddles and bags, attracting visitors.

Where will you find Hermès’ next pop-up?

A Global Invitation to Wonder

Hermès’ pop-up stores, from Mystery at the Grooms’ to Hermèsmatic, turn luxury retail into a celebration of craft and discovery. Whether you’re solving puzzles in an equestrian manor or dyeing scarves in a whimsical laundromat, these experiences weave interactivity, artistry, and exclusivity into moments you’ll never forget. With pop-ups appearing worldwide, the next one could transform a warehouse, loft, or rooftop in a city near you. Sign up early, snap photos, and let Hermès whisk you into their world of wonder.