For the average individual, buying a designer item becomes a heavy drain on the paycheck, which is why accessories and perfumes are always the better place to put one’s focus if the mass market is what a designer hopes to tap into. That is millions and billions of people who would scrape and save in order to be able to afford a pair of designer sunglasses or a hat and gloves. When it comes to perfumes, the prices do not vary too much and most people don’t need large bottles anyhow. Paying a decent amount for designer perfumes is a common trend, which is why brands such as Hermes are capitalizing on it and bringing in the big guns; meaning that opening a store that sells Hermes perfumes only in New York is a rather interesting venture. It may have its risks to it, but why not? After all, you have no other brands to compete with in here, pressuring the psyche of a customer or even passerby to at least pick up a small bottle. The scents would be heavenly!
The French fashion house had launched its first fragrances called Eau d’Hermes back in 1951 and has since kept up the distribution. Today, it has enough types of perfumes in order to open a specialized Hermes perfumery boutique in New York, where only its own in-house creations are offered to the public. At over 1000 sq. ft., it is a rather large space located on the ground floor of the Brookfield Place luxury shopping mall on 225 Liberty Street in New York City.
But what exactly can customers expect to see when they enter? Visitors walk into a concrete airlock, which effectively places the mental and actual divide between the outside world and the perfumery. There is a screen that they find on which images by different artists depicting nature oriented themes appear before one makes her way through several rooms, made to resemble that of a house. Within the library you can find the whole of the Hermes fragrance collection, from the classics to the more modern styles. This includes Caleche, Rouge Hermes, and Eau Hermes, while fresh colognes and poeticall scented Hermessences can be personalized specifically for you. They can have monograms placed on and presented in leather cases if you so wish.
There is also a whole section dedicated to toiletries, at the back in a marble niche, where it is possible to find everything from bath foams to shampoos, soaps, hydrating balms and energizing gels. There is even a candle called The Shop Around the Corner that one can enjoy. The actual Hermes perfumery shop in New York around the corner, in an elite mall, opened just newly on September 15, 2015 and already has made a splash in the fashion world. We wonder what new innovation some of the older brands will be bringing to the table. After all, Hermes had opened its first boutique in New York back in 1930 and launched its first ever fragrance during the same period!
Photo courtesy of Frank Oudeman