French luxury house Hermès is opening a pop-up ‘Silk Bar’ in New York City to celebrate the release of its new Silk Knots app, which launched in September on iOS devices.
The concept store, which the brand has previously deployed in Taipei, London and Hong Kong, sees Hermès sell a series of scarves, ties and other accessories.
The Silk Bar is located within the Time Warner Center in Columbus Circle, Manhattan. The NYC location comes with a retro ‘Diner’ theme and big neon Hermès signs, including a ‘daily silk specials’ board.
Also available is the new Maxi Twilly line which launched last week (scarves available for $290), but the main aim of the pop-up is to drive customers to the label’s main stores.
Visitors to the pop-up are also encouraged to use the Silk Knots app, which teaches users about the history of the famous carré, provides fun tutorials explaining different knotting techniques, and lets you upload photos of yourself in your new Hermès looks.