Hermès is bringing its immersive interactive exhibition 'Mystery at the Grooms' to Dongdaemun Design Plaza (DDP) in Seoul. Running from June 6 to 16 at DDP Art Hall 1, the experience invites visitors into the world of Hermès' 16 métiers through a playful, participatory format.
The exhibition is set within a groom's house inhabited by grooms and their horses, where visitors become Hermès detectives tasked with following hidden clues to find missing horses. This creative approach ties back to the brand's equestrian heritage, reimagining its roots in saddle-making and riding through an engaging game-like narrative.
Open to all ages from children to adults, the exhibition is free to attend with advance reservation. Operating from 11 AM to 8 PM daily, it offers a unique opportunity for visitors to discover Hermès objects hidden throughout the space and become part of the mystery themselves.
As luxury brands increasingly move beyond traditional product displays toward interactive storytelling experiences, Hermès' latest exhibition represents a fresh approach to communicating the brand's craftsmanship and heritage to a broader audience. The Seoul edition follows the exhibition's success in other global cities, bringing the house's savoir-faire to Korean visitors through play and discovery.
The exhibition is set within a groom's house inhabited by grooms and their horses, where visitors become Hermès detectives tasked with following hidden clues to find missing horses. This creative approach ties back to the brand's equestrian heritage, reimagining its roots in saddle-making and riding through an engaging game-like narrative.
Open to all ages from children to adults, the exhibition is free to attend with advance reservation. Operating from 11 AM to 8 PM daily, it offers a unique opportunity for visitors to discover Hermès objects hidden throughout the space and become part of the mystery themselves.
As luxury brands increasingly move beyond traditional product displays toward interactive storytelling experiences, Hermès' latest exhibition represents a fresh approach to communicating the brand's craftsmanship and heritage to a broader audience. The Seoul edition follows the exhibition's success in other global cities, bringing the house's savoir-faire to Korean visitors through play and discovery.
FAQ
When and where is the Hermès Mystery at the Groom's exhibition held?
It runs from June 6 to 16, 2025 at Dongdaemun Design Plaza (DDP) Art Hall 1 in Seoul. Operating from 11 AM to 8 PM, free entry is available through advance reservation.
What is the concept of Mystery at the Groom's exhibition?
It's an interactive game-format exhibition where visitors become Hermès detectives searching for missing horses in the groom's house setting. Against the backdrop of Hermès's 16 métier worlds, visitors experience the brand's heritage by discovering hidden clues and objects throughout.
Who can participate in the Hermès DDP exhibition?
All ages from children to adults can participate, with free entry available after advance reservation. It's designed so anyone can enjoy immersive experiences as a Hermès detective.
