Hermès opens scarf pop-up at Westfield Century City

By

Cassidy Mantor

Published
Nov 14, 2017

Hermès has opened its laundromat-themed pop-up at Westfield Century City called Hermèsmatic where customers are invited to have their iconic luxury scarves dip dyed for a complementary color refresh.

The campaign invites customers to the laundromat who no longer "get along" with their old scarves who want to dye their scarves a new color.

Robert Chavez, the brand’s U.S. chief executive officer said, “The concept comes from wanting to ‘surprise’ our existing and future clients by encountering Hermès in a totally unexpected location and in a very unexpected way — a laundromat."

Announced on the fashion house's website, the pop-up is a chance to give "Hermès silk scarves a colorful metamorphosis." Chavez said of the experience, “It’s like having a brand-new scarf that is still one of your favorite designs from many years back."

The Westfield Century City pop-up is the latest in the label's laundromat series, which has previously appeared in NY, DC and Nashville.

Hermèsmatic is open at the newly revitalized Westfield Century City from 11am to 8pm daily, through November 19th at the first floor atrium.