Bags of fun: Shoppers experience Kelly’s life

London – Hermès is enabling customers to experience what it’s like to be one of the brand’s iconic Kelly handbags using augmented reality.

The ‘Kellydescope’ is a 4-metre high replica Kelly bag situated in London department store Selfridges as part of a global tour. Customers walk in and immerse themselves in a multi-sensory experience.

Visitors can find out what it’s like to be a Kelly bag when its owner is cycling, dancing or shopping through short videos and moving components.

The French luxury brand has been experimenting with ways to engage with existing customers and to reach new consumers: it launched a premium collection, Black Hermès, earlier this year and devised a pop-up store to promote its range of scarves to younger consumers as part of its J’aime Mon Carré campaign.

For further insight into how luxury brands are engaging with consumers read LS:N Global’s Luxury Futures report.