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Hermès is no longer a dish best served cold. The luxury fashion house, which has always retained a certain chilly exclusivity, recently shed its icy reputation in favor of a more accessible image, thanks to a charming pop-up inside The Shops at Columbus Circle. The set up resembles a retro Americana diner and includes a sprawling series of Hermès-inspired games on the second floor.
A highlight of the concourse is an adorable miniature golf course that uses scarves for flag and halved replicas of enamel bangles as hoops. (A game of horseshoes also uses the enamel bracelet replicas as the actual horseshoes.) A French game of hopscotch urges visitors to jump (or "terre") on the silk scarves that are arranged under plexi-glass.
For documentation purposes, a larger-than-life Les Jeux d'Hermès scarf motif acts as a backdrop for an old-fashioned photo booth, where guests get to wear the brand's scarves expertly tied by a staff-member, as well as various props such as boxing gloves.
At the diner-themed pop-up shop downstairs, there's a kiosk for step-by-step instructions on how to tie their signature scarves. Some of the more exotic scarves and all of the bangles are tucked away behind glass, arranged like expensive candy.
The pop-up will be open through October 31st, on Monday through Saturday from 11am till 7pm. The games and photo booth on the second floor, though, will only remain open through Saturday the 12th.—Malky Weichbrod
· Hermès Opens Diner-Inspired Pop Up On Columbus Circle [Racked NY]