Hermès celebrates its HermèsFit opening at the Hollywood Athletic Club
The Hollywood Athletic Club in Los Angeles was crowded on Wednesday, July 20. In this historical place, opened in 1924 and which welcomed all the Hollywood personalities, from Charlie Chaplin to Clark Gable or Errol Flynn, the French luxury house HermèsFit chose to celebrate the opening of the HermèsFit pop-up.
Welcomed by a flock of hosts and hostesses in Hermès sweatshirts and orange shorts, the HermèsFit pop-up opened onto a large room where gymnastics booths were lined up. Some dedicated to boxing rings, others to barbells, alongside a panoply of accessories completed by a selection of sneakers, bracelets, scarves and pouches.
The Athletic Club boxing ring featured, as the centrepiece of the evening, singer Neal Frances, guitar in hand, and his band on drums and synthesizer. Around them, an audience enthralled by the peroxide-blonde singer.
Behind the stage, another room opened onto an oval ping-pong table -- orange, of course. The row of lockers, as in a gym club, presented summer and beach accessories, such as cork rackets; beach towels; terry-cloth bucket hats, Hermes "carrés", or squares; embroidered caps, belts and high-top sneakers.
Around, the public could practice climbing on a climbing wall equipped with a camera filming all their exploits, or entertain themselves on a pommel horse. Further on, a room dedicated to beauty offered guests a make-up session with its beauty and cosmetic products line.
Between servings of champagne, detox cocktails and a few toasts, the HermèsFit showcased its gym rooms, the most grandiose of which was under a vaulted ceiling decorated with frescoes. Certainly a striking setting for a yoga class, yogis making use of the famous Hermès carré scarves for movements throughout their flow; a "Belt Stretching" session; "Kickboxing with Bangles" and even "Voguing with Hats". The classes, scheduled for four days, are already sold out.
For his third appearance, Neal Frances found the central boxing ring and, stripped of his Hermes sweater, began a cover of "Music Stardust" shirtless, victim of the ambient heat.
The HermesFit event is open to the general public until July 24. In addition to the activity classes, the central boxing ring will host performances and live concerts every night, starting at 7:30 pm, with guests such as LA Dance Project, Pearl & The Oysters and Spill Tab.
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