Records and silk may not go hand-in-hand, but somehow Hermès manages to merge the two at its men's store in New York. The French luxury brand launched Silk Mix, an art installation for its silk scarf and tie collection, in the form of a vinyl record shop. Record sleeves are decorated with Hermès scarf illustrations, and cassette tapes are covered with tie designs. But what's a pop-up store today without an immersive experience? Pick any record (or silk scarf) to play on a turntable, and it will link to a runway show soundtrack from the last eight years of its menswear collection.
“There are 225 styles and 53 different patterns,” Robert Chavez, the Chief Executive Officer of Hermès, said to WWD. “And you can pick your favorite and then play it.”
Hermès Silk Mix is open until April 21, from 10 a.m. to 7 p.m. on 690 Madison Avenue, New York.