Hermès installs its escape game in New York… but it’s not (at all) what you think
Hermès never really plays. Even when it pretends to.
From June 19 to 29, the French fashion house transforms New York’s Pier 36 into an immersive theater with “Mystery at the Grooms'”. And behind the hunt for clues lies a fearsomely masterful operation.
An equestrian escape game… made for Instagram
Hermès invites New Yorkers to take part in a life-size game that’s not just about solving a riddle: it’ s about “living” Hermès. The house’s universe, deeply linked to equestrianism, is embodied in six scenographic rooms. The objective? Find the missing horses of the grooms.
The whole thing lasts 60 minutes, smartphone in hand, in an atmosphere calibrated to the millimeter. Admission is free, but reservations are required – exclusivity, always.
An immersion strategy… finer than it seems
Behind the appearances of simple entertainment, Hermès showcases its crafts: silk, leather goods, saddlery. Each element of the décor, each enigma, reflects a particular savoir-faire. No flashy logos, no sales pitches. The brand combines mystery, luxury and intelligence, as only it knows how.
Already tested in Shanghai in December 2024, the concept returns in an adapted version. This time, a key figure, Mr Honoré, guides visitors. A subtle nod to the house’s Parisian DNA, he embodies an elegant link between storytelling and heritage.
New York, a new land of conquest for Hermès
With sales of 15.2 billion euros in 2024, and +11% growth in the United States in Q1 2025, Hermès is no longer content to exist: it is investing in American imaginations. Its recent boutique in Princeton, New Jersey, confirms this move towards areas with high purchasing power.
Why you should go (or at least know about it)
“Mystery at the Grooms’ is not just a game. It’s a coded message: luxury must be lived, sought and earned. And if Hermès is betting on such a scheme in the United States, it’s because it’s preparing something else. A new phase? A change of direction? Those who know, know.
Also read: Why speeding is reduced in Paris this Friday, June 20…
