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HomeMiddle EastHermes to launch pop up concept in Dubai to revive signature scarves

Hermes to launch pop up concept in Dubai to revive signature scarves

Hermes 1

Iconic French brand Hermes will launch a pop up concept ‘HermèsMatic’ in Dubai from April 13 to April 22 at the Place des Lumieres in City Walk 2.

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The concept, which focuses on the brand’s signature printed scarves, also appears in different locations around the world. This time, it revolves around a “retro laundrette” theme, which connects to Hermes’ aim at reviving its signature scarves.

In line with that goal, visitors will have the chance to dye their pre-owned Hermes silk scarves in denim blue or fuchsia pink by using the brand’s ‘HermèsMatic’ machines in the pop-up’s mini-laundrette. The service will be done free of charge.

The temporary shops will also feature an on-site “Silk Ambassador” who will offer visitors style advice on how to properly wear a scarf.

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