HermèsFit event to kick off international marketing push for accessories
Luxury brand Hermès will be kicking off a series of immersive events in December that tap into consumers’ interest in fitness while also promoting its accessories offer.
As a start, it’s inviting the public to the École des Beaux-Arts in Paris for an “active experience that is all about accessories”. In a gym “with an unusual style, the interactive and playful world of HermèsFit introduces visitors to the house’s accessories, while allowing them to try a variety of activities including Carré Yoga, Stretch’Ceinture, Haltéro’Chaussure and Chapeau Balance”, it said.
Alongside studios dedicated to classes, the venue offers a haltérofolie weights rack with barbells and kettlebells, a callisthenics space, a boxing ring, a climbing wall in vibrant colours, and “a myriad of other surprises”.
Visitors will be “welcomed by a team of sport coaches into a bright orange interior” and will choose an accessory (such as silk scarves, shoes, bracelets, belts and more) and join an activity of their choice.
The concept will also roll out to other cities, including Chengdu, Tokyo, New York, Taiwan, Shanghai and more.
The company explained the interaction of the brand’s accessories with the activities saying: “While equipped with a silk scarf, they will find serenity through the poses adopted in a Carré Yoga session. Hermès shoes replace traditional weights and dumbbells for Haltéro’Chaussure, the ideal exercise for building participants’ muscles while keeping their feet on the ground.
“The Box’n Bracelet class tones their arms as they jangle their fashion jewellery, while the Stretch’Ceinture encourages them to give it their all while stretching with a belt. Chapeau Balance offers guests a fun opportunity to work on their balance without losing their head! Finally, Athlé’Cuir exercises help to increase strength and flexibility by using objects from small leather goods.”
It’s certainly an interesting concept that aims to make the most of the fitness obsession of many consumers without actually going down the athleisure route.
There’s an entertainment element too and the must-have social media angle. In the centre of the venue, next to the punch bags in silk scarf motifs, the HermèsFit ring is being transformed into a stage for acrobatic performances and live concerts.
Visitors are “also invited to strike a sporting pose in a photo booth or grab an energising drink at the juice bar”. And the Minutes folles, Combats de pouces and Rollers dancing events “will animate the #HERMESFIT days”, the company said.
HermèsFit is bookable and free of charge and will be open from December 1 to December 5 (bookings begin on November 15).
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