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.
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