Hermès in the Making – Seoul Pop-Up Experience

Hermès in the Making pop-up experience in Seoul

Hermès marked its presence in Seoul! This week (actually from May 17 to 26) is also Korea Craft Week in Seoul, featuring many events related to craftsmanship. It's not as big of an event as Seoul Art Week with Kiaf SEOUL and Frieze Seoul, but that also means the fight for the attention of the local audience isn't as intense.

This might be one of the reasons why Hermès decided to host a pop-up event called 'Hermès in the Making.' It took place in a large hall with numerous themed stands. Here are a few key points about the event:

There were four large categories: A Culture of Traditional Craftsmanship (Separating the Colors, Printing the Silk, Crafting a Saddle), High-Quality Materials (Painting on Porcelain, Setting Gemstones), The Talent of Our Regions (Making Gloves, Working the Leather), and Time, Our Ally (Keeping in Step with Time, Repairing Objects).

The biggest highlight for me was that Hermès flew in artisans working for the brand. This was not just a static exhibition; the artisans were actually working at the stands, which were transformed into small studios. Each artisan had an interpreter next to them (wearing an Hermès scarf) who helped answer questions about the process. Can you imagine the dedication? This wasn't a one-day event; it was hosted from May 18 to 27 with only one day off (May 22).

The event was fully booked for the day. I managed to snatch one final slot, and the place was packed.

Technology was applied for a specific purpose and well-blended into the whole event, such as playing relevant short films (with Korean subtitles) or acting as a magnifying glass to showcase the intricate work of the artisans—watchmakers, jewelers, etc. There was even a mockup of a phone that provided examples of the customer service interactions, showing the care provided by the brand to its customers in different situations.

There were stands showcasing leather and other materials, which you could touch and experience, including a station to create your own silkscreen print and an area where you could sit down, relax, and color one of five available scarf designs using color pencils (preselected to include only colors used by the brand).