Scarf appeal: Hermès pops up in East London

London – French luxury brand Hermès has opened a pop-up store in Shoreditch, East London, dedicated to its microsite J’aime mon Carré.

The website was launched earlier this year and invites youthful Hermès customers to post images and videos of themselves wearing their Hermès scarves in Paris, Tokyo, London and New York.

‘It’s a new way for Hermès to talk to a younger customer,’ Pauline Vilbert, head of UK communications told LS:N Global. ‘We’ve chosen an out-of-the-way area like Arnold Circus in Shoreditch. The pop-up store will then move to Westbourne Grove in Notting Hill for another two-week stint. We wanted to take the J’aime mon Carré website and give it a little tour for our London customers.’

Hermès first introduced the pop-up concept for the campaign at Colette in Paris during fashion week in October.