Hermès Launches Worldwide Vinyl Record Store Installation, Silk Mix

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.

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.

Photo 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.

Photo Credit: BFA