Hermes Scarf-in-a-Box Pops Up in Hong Kong

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Riding a wave of pop-up success that started with the inaugural London Silk Bar, French luxury goods manufacturer Hermès launched a second portable showroom in Hong Kong in 2009.

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Known as the Hermès Silk Bar, the eye-catching mobile pop-up moved between two inner city locations, giving luxury-loving customers an opportunity to learn more about the brand’s iconic designer scarves and how they are constructed.

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Built into a converted shipping container, the concept store was decorated in the signature Hermès orange, and opened to reveal a fully equipped showroom with a colourful array of silk Hermes scarves.

Plonked, alternately, in the middle of two busy shopping thoroughfares, the vibrant shipping container conversion proved to be a true showstopper.

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Colourful drinks were served at the pop up, while a live DJ kept the crowds entertained with an upbeat playlist of the latest tunes.

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A team of savvy stylists were on hand at the container pop-up store at all times, to show curious customers different scarf-tying techniques and fashion tips.

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Multi-coloured scarves adorned the ceiling of the structure while transparent roof panels allowed warm natural light to filter through to the counter below.

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Following the popularity of the Hong Kong Hermès Silk Bar, the brand went on to trial similar ventures in Taipei and New York City.