Hermès Parfumerie Launch


DML’s latest creative work for Hermès was a digitally focused event and augmented reality (AR) app,
to launch the first-ever freestanding Hermès Parfumerie. DML’s goal was to faithfully express the rich heritage inherent
to Hermès
parfums metier, its rich history of innovation and craftsmanship,
and the refined artistry that defines the Hermès brand.

DML worked with Hermès to discover an innovative, interactive, mobile-first opening concept for the first-ever
stand-alone boutique to the Hermes PARFUMS universe.


To bring this campaign to life, DML + Hermès conceived and produced a launch event
that was a celebration of the senses through a distinctly Hermès lens.
Guests were fully immersed in a world of Hermès: from the decadent floral-draped
entry to a 7-foot rendering of the Origami Cheval featured in the home fragrance collection
to the group of drummers playing the iconic Hermes hat boxes.


DML created an augmented reality (AR) app  in support of the Hermès Parfumerie,
further blurring the lines between digital and experiential content. The goal was to elevate and enrich the guests’ tactile,
physical experience through an innovative journey of discovery. Using the camera of one’s mobile device,
the app reveals hidden content throughout the store, allowing the
Hermès metier story to unfold before the guests’ eyes.


By embracing Hermès longstanding commitment to evolution and innovation,
DML and Hermès successfully created a comprehensive, holistic brand experience that resulted
in delight and discovery for a new generation of Hermès customers.