Ruonan Zheng
Mar 14, 2019

Hermès unveils scarves at rock'n roll pop-up in China

Hermès hosted an eight-day pop-up event at a record store in Beijing to launch its new scarves collection.

The brand’s record store pop-up had traveled to multiple cities around the world before landing in Beijing. But what’s unique about the Beijing event is how the brand used WeChat to spread the word about it. Photo: Tencent social ads.

In China, pop-up events are the latest fad for international brands that want to give consumers a little taste of luxury. We’ve seen a lot of brands like Louis VuittonPrada, and Cartier host elaborate pop-up exhibitions that offer a variety of unique opportunities for fashion fans to immerse themselves in anything from themed parties to gatherings where decades of fashion house history is put on display. Now, Hermès...

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