Hermès / DWNTWNMEN
LOS ANGELES — An immersive celebration of the modern Hermès Man, DWNTWNMEN transformed a vacant warehouse on the outskirts of Chinatown into a collection of unique experiences, inspired by the slogans of iconic graphic artist Anthony Burrill.
A reprisal of the Spring-Summer 2017 collection opened to a maze leading guests through seven distinct
environments: a game room, capturing the energetic joy of the brand; an audiophile's delight adorned with hundreds of scarf prints reimagined as playable LPs; a California desert scene, where Airstreams dotted the landscape, serving up local flavors, themed drinks, and a live set from the Cold War Kids; a garage, narrating the legendary craft of 180-year-old maison; a gallery, encouraging guests to touch the artwork; and more.
Built into each experience was a digital keepsake. Custom tokens—unique to each guest—captured photos, gifs, high scores, and more—collecting each memory into an online album, where guests could post, edit, and share their journey.