Scarves have long been a cornerstone of Hermès, and in recent years, the company has launched activations around the product, known as carré in French.
The latest is Hermès Carré Club, a showcase of the brand’s creativity and artistic expression as it relates to scarves. A pop-up at 459 West 14th Street in Manhattan opens to the public today and operates through Sunday. Carré Club’s next U.S. stop will be Los Angeles from Nov. 8 to 11. The activation also will open this month in Toronto and Singapore and travel to Milan in November.
Carré Club allows guests to transcend the four corners of the scarf and see firsthand how artists work within the parameters of a 19-inch-by-19-inch silk square.
“It’s a way to celebrate and have fun,” said Bali Barret, artistic director of Hermès women’s collections. “It’s about fantasy and storytelling and color and drawings. Being a very old house, people think that maybe we’re redesigning old scarves. The artists and illustrators are a very young generation. The scarves are very lively.
“After the computer, the younger generation is interested in hand-drawing again,” said Barret. Nearby, Edouard Baribeaud was working on an illustration for a scarf based on William Shakespeare’s “A Midsummer Night’s Dream” —