Hermès Launches Worldwide Vinyl Record Store Installation, Silk Mix

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HERMÈS LAUNCHES : SILK MIX ON MADISON AVE PRIVATE FOREVERPhoto Credit: BFA

After its première in Madrid and Rome, Hermès has brought Silk Mix, a temporary installation inspired by the atmosphere of a vinyl record store, to its New York City Madison Avenue location. The store has turned into a place that is all about browsing, listening and discovering; a place where men’s silk scarf artwork illustrates record sleeves and tie designs adorn cassette tape covers.

Kevin Kalhori

Photo Credit: BFA

Based on a passion for music shared by Véronique Nichanian, artistic director of the Hermès men’s universe, and Christophe Goineau, creative director of men’s silk, they created a scene of unexpected encounters and surprises inside beloved Hermès. Together they are joined by Thierry Planelle – an artistic director from the music world who has composed the soundtracks for all of the men’s ready-to-wear runway shows at Hermès for the last fifteen years, creating their own little Hermès rock band.

HERMÈS LAUNCHES : SILK MIX ON MADISON AVE PRIVATE FOREVERPhoto Credit: BFA
The reimagined record store offers an array of scarves and ties that are either hanging on the walls, like records displayed on the picture rails of music stores, or stacked in crates, LP-style. Move from one crate to the next as you browse the beautiful and intricate Hermès designs. Each record, or scarf, is linked to an extract from runway show soundtracks from the last eight years of men’s collections while each cassette, or tie, is accompanied by a track released in 2017. When you walk into the installation you will happily find that music is everywhere.

HERMÈS LAUNCHES : SILK MIX ON MADISON AVE PRIVATE FOREVERPhoto Credit: BFA

At the conclusion of the NYC debut, Silk Mix will continue to travel to other cities, including Brussels and Munich, on its global tour.

Location:

Hermès New York Madison Men’s,
690 Madison Avenue, New York, NY 10022

Hours:

Friday, April 13 to Saturday, April 21
10am to 7pm

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