A theatrical search game invites guests into Hermès’s world of craftsmanship and play
Hermès invites guests to embark on an interactive quest as its “Mystery at the Grooms” installation opens at Pier 36 in Downtown Manhattan from June 19 to June 29. This theatrical experience, first unveiled in Shanghai, transforms the traditional luxury narrative into an accessible, engaging game, marking a strategic move for the esteemed French maison.
Stepping into The Grooms’ House at Pier 36, guests are transported to a whimsical world where the mischievous herd of horses, integral to Hermès’ equestrian heritage, has vanished, hidden within the brand’s iconic objects. Visitors, aged seven and up, are tasked with becoming Hermès detectives, following a trail of scattered clues to locate the missing horse before time runs out. The experience, which requires a charged mobile phone, blends theatricality with interactive gameplay, allowing a broader audience to engage directly with the brand’s storied universe.
The “Mystery at the Grooms” installation reflects a growing trend among exclusive luxury brands to foster deeper connections with consumers beyond traditional retail spaces. By creating an immersive, narrative-driven experience that is free to the public, Hermès broadens its appeal and offers a unique insight into its craftsmanship and playful spirit. The six-room adventure, guided by the voice of fictional detective Mr. Honore–a nod to the Rue du Faubourg Saint-Honoré, home to Hermès’ first store–challenges participants to observe details and solve puzzles, with success rewarded by an exclusive Hermès notebook and coloring book. This playful integration not only highlights the vast array of the brand’s artisanal expertise but also invites participants to discover the complete lifestyle universe, from equestrian gear to home decor.
This interactive approach underscores Hermès’ commitment to storytelling and engaging new generations. Following its debut in Shanghai in 2023, the installation is slated to travel to Tokyo, Singapore, and Paris, demonstrating a global strategy to democratize engagement with the brand while maintaining an elevated image. By transforming an industrial pier into a “house of riddles,” Hermès showcases categories from leather goods to ready-to-wear, not as mere products, but as integral components of a living, evolving experience. The initiative signals a forward-thinking embrace of experiential marketing, inviting guests to participate in the brand’s legacy in a novel and memorable way.
