That’s a wrap: Hermès brings scarf-styling to UK

A series of workshops will take place as part of the campaign, with advisers from Hermès instructing people in creative scarf-styling. A Paris Mon Ami photo studio will be available for guests to capture their newly created looks.

A dedicated website will run alongside the campaign, with interactive content, such as Scarf in the City, which allows people to share photographs of themselves posing with their Hermès scarves. The site will also post video content and imagery, following on from the brand’s 2010 J’aime Mon Carre project, which shared the experiences of four fashionistas from around the world.

Live events and immersive retail experiences are a great way to maintain interest in the physical store. For more information, see our Tomorrow Store macro trend.