Mystery at the Grooms’, the life-size game of Hermès

Nine thematic rooms, an immersive journey and an investigation to solve around mysteriously missing horses… Presented until the end of the week, the new operation from Maison Hermès aims to give a new dimension to the codes of gaming in luxury .

A chivalrous investigation by Hermès

While Hermès had already tried playing detective in a series of podcasts, the House is repeating the experience with Mystery at the Grooms’a concept deployed this time in real life to the attention of the general public.

Presented until December 15, 2024 within the multidisciplinary space of the West Bund Dome de Shanghai, the initiative was designed as an exploration of the 16 professions of the House, energized by an interactive journey built around a thematic quest.

©Hermès

Guided by the voice of Monsieur Honoré, chief detective, visitors are invited to solve a riddle relating to a newlywed couple and the disappearance of their horses, the totemic animal of the Parisian label. To do this, participants must collect different clues scattered throughout the Groom’s House, composed of nine rooms meticulously decorated in the colors of Hermès: bedroom, dining room, library, laundry room, stables…

Supported by a mini program on the social network WeChatthe operation – free, by reservation – is accessible from ten years old.

©Hermès
hermes course west bund shanghai game
©Hermès
hermès jeu chine mystery at the grooms
©Hermès
hermes chine exposition
©Hermès

The launch of Mystery at the Grooms’ is accompanied by several vignettes of “seek and find” published these days on Hermès’ social accounts, content which further enriches the brand’s brand content strategy around the theme of gaming.

The inauguration of this operation in China comes in a strategic context while the local luxury market has been experiencing a slowdown for several months and while the Asia-Pacific region, excluding Japan, has established itself as the first geographic market of Hermès last year, accounting for 47% of its turnover.

According to several local media, Mystery at the Grooms’ could soon be deployed to other destinations.

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