{"id":173898,"date":"2025-06-20T09:00:00","date_gmt":"2025-06-20T07:00:00","guid":{"rendered":"https:\/\/www.parisselectbook.com\/2025\/06\/20\/hermes-installs-its-escape-game-in-new-york-but-its-not-at-all-what-you-think\/"},"modified":"2025-06-20T09:00:40","modified_gmt":"2025-06-20T07:00:40","slug":"hermes-installs-its-escape-game-in-new-york-but-its-not-at-all-what-you-think","status":"publish","type":"post","link":"https:\/\/www.parisselectbook.com\/en\/2025\/06\/20\/hermes-installs-its-escape-game-in-new-york-but-its-not-at-all-what-you-think\/","title":{"rendered":"Herm\u00e8s installs its escape game in New York&#8230; but it&#8217;s not (at all) what you think"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Herm\u00e8s never really plays. Even when it pretends to.<br\/>From June 19 to 29, the French fashion house transforms New York&#8217;s Pier 36 into an immersive theater with &#8220;Mystery at the Grooms'&#8221;. And behind the hunt for clues lies a fearsomely masterful operation.  <\/strong><\/p>\n\n<h2 class=\"wp-block-heading has-text-align-center\">An equestrian escape game&#8230; made for Instagram<\/h2>\n\n<p class=\"wp-block-paragraph\">Herm\u00e8s invites New Yorkers to take part in a life-size game that&#8217;s not just about solving a riddle: it&#8217; <strong>s about &#8220;living&#8221; Herm\u00e8s<\/strong>. The house&#8217;s universe, deeply linked to equestrianism, is embodied in six scenographic rooms. The objective? Find the missing horses of the grooms.   <\/p>\n\n<p class=\"wp-block-paragraph\">The whole thing lasts 60 minutes, smartphone in hand, in an atmosphere calibrated to the millimeter. <em>Admission is free, but reservations are required<\/em> &#8211; exclusivity, always.<\/p>\n\n<h2 class=\"wp-block-heading has-text-align-center\">An immersion strategy&#8230; finer than it seems<\/h2>\n\n<p class=\"wp-block-paragraph\">Behind the appearances of simple entertainment, <strong>Herm\u00e8s showcases its crafts<\/strong>: silk, leather goods, saddlery. Each element of the d\u00e9cor, each enigma, reflects a particular savoir-faire. No flashy logos, no sales pitches. The brand <strong>combines mystery, luxury and intelligence<\/strong>, as only it knows how.   <\/p>\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<blockquote class=\"instagram-media\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/reel\/DJ6-CyDs_5-\/?utm_source=ig_embed&#038;utm_campaign=loading\" data-instgrm-version=\"14\" style=\"  background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"><div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/reel\/DJ6-CyDs_5-\/?utm_source=ig_embed&#038;utm_campaign=loading\" style=\"  background:#FFFFFF; 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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">See this post on Instagram<\/div><\/div><div style=\"padding: 12.5% 0;\"><\/div> <div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div> <div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div><\/div><div style=\"margin-left: 8px;\"> <div style=\"  background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div> <div style=\"  width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div><\/div><div style=\"margin-left: auto;\"> <div style=\"  width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div> <div style=\"  background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div> <div style=\"  width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div><\/div><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div><\/div><\/a><p style=\"  color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/reel\/DJ6-CyDs_5-\/?utm_source=ig_embed&#038;utm_campaign=loading\" style=\"  color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\">A publication shared by Herm\u00e8s (@hermes)<\/a><\/p><\/div><\/blockquote>\n<script async=\"\" src=\"\/\/www.instagram.com\/embed.js\"><\/script>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\"><\/div>\n<\/div>\n\n<p class=\"wp-block-paragraph\">Already tested in Shanghai in <em>December 2024<\/em>, the concept returns in an adapted version. This time, a key figure, <em>Mr Honor\u00e9<\/em>, guides visitors. A subtle nod to the house&#8217;s Parisian DNA, he embodies an elegant link between storytelling and heritage.  <\/p>\n\n<h2 class=\"wp-block-heading has-text-align-center\">New York, a new land of conquest for Herm\u00e8s<\/h2>\n\n<p class=\"wp-block-paragraph\">With sales of <strong>15.2 billion euros in 2024<\/strong>, and <strong>+11%<\/strong> growth <strong> in the United States<\/strong> in Q1 2025, Herm\u00e8s is no longer content to exist: <strong>it is investing in American imaginations<\/strong>. Its recent boutique in Princeton, New Jersey, confirms this move towards areas with high purchasing power. <\/p>\n\n<h2 class=\"wp-block-heading has-text-align-center\">Why you should go (or at least know about it)<\/h2>\n\n<p class=\"wp-block-paragraph\">&#8220;Mystery at the Grooms&#8217; is not just a game. It&#8217;s a coded message: <strong>luxury must be lived, sought and earned<\/strong>. And if Herm\u00e8s is betting on such a scheme in the United States, it&#8217;s because it&#8217;s preparing something else. A new phase? A change of direction? Those who know, know.     <\/p>\n\n<p class=\"wp-block-paragraph\">Also read: <a href=\"https:\/\/www.parisselectbook.com\/en\/2025\/06\/19\/why-speed-is-reduced-in-paris-this-friday-june-20\/\">Why speeding is reduced in Paris this Friday, June 20&#8230;<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Herm\u00e8s never really plays. Even when it pretends to.From June 19 to 29, the French fashion house transforms New York&#8217;s Pier 36 into an immersive&#8230;<\/p>\n","protected":false},"author":3,"featured_media":173871,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2685],"tags":[],"quartier":[],"class_list":["post-173898","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-du-luxe-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Herm\u00e8s installs its escape game in New York... but it&#039;s not (at all) what you think<\/title>\n<meta name=\"description\" content=\"Hermes never really plays. Even when it pretends to. 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