Hermes is renown for their spectacular and lavish live events
drawing VIPs and extensive media attention. The 176-year-old luxury brand brought
us on to help them revolutionize and transform their physical events with a digitally
connected brand experience.
This project had a specific brand challenge: how would we leverage emerging technology to create an experience as unique as Hermes? To reflect the Hermes brand known for their detailed craftsmanship and whimsical sensibility, our experiences were specially designed to fully immerse and engage these distinguished attendees in the seamless and magical world of Hermes.
For two of their events in Miami and Beverly Hills, we helped Hermes maximize their investment and reach—by carefully crafting more personalized experiences for guests to create, capture and share—during and after the event.
In Miami, we celebrated the men’s collection by crafting three sets of RFID-enabled interactive mirrors for a special locker room installation. A unique RFID tag was registered and given to each guest at event check-in.
The first mirror encountered by guests captured their image and created a kaleidoscope, splicing it into an "exquisite corpse" effect and combining it with Hermes runway video. The second experience was a set of three fogged mirrors positioned between two “showers”. The mirrors read guests' unique RFID, greeted them with a personal message and prompted them to write on the fogged mirrors, capturing their notes.
Audio of running water and whistling played from both shower stalls while steam drifted out of them. As you wrote or wiped the mirrors to clear the fog, a blurred video of a man showering revealed itself behind the fog. The third mirror captured your silhouette, darkened the remainder of the mirror around your silhouette, and played Hermes video content within your silhouette—prompting you to use your body to reveal more of the video as it played.
For the glamorous opening of the Hermes Beverly Hills location, we introduced a new interactive element of magic to the guests.
Attendees received RFID tokens that were their keys to unlocking the content throughout the evening, and for saving their digital mementos, like the custom postcards they created on interactive viewfinders and their personal soundtracks, mapping musical notes to 3D graphics. Tokens revealed the eye candy in surprising peepholes and allowed guests to record videos of themselves while driving real-time in a vintage Mercedes.
Each guest’s digital souvenirs were all captured effortlessly and shareable using RFID and video tracking technologies. After both of these events guests could visit their personal microsite displaying their souvenirs. For Hermes, we demonstrated just how digital could help tell magical stories and live long after the event itself.
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