amsterdam: hermèsmatic pop-up store

© hermès

the house of hermès adds a fashionable twist to the chore of doing laundry. well, sort of, as it's related to the brand's coveted silk scarves only. presented under the witty moniker of hermésmatic, the luxury brand allows owners of an iconic hermès silk scarf, or carré, to have the item transformed by way of a complimentary dyeing procedure in a specially conceived mini laundromat environment. such a temporary venue has just opened at de bijenkorf department store in amsterdam, replete with all the prerequisite machinery in an orange-infused demarcated space – yes, even seats are included. how does it work? well, it's almost like at an actual laundromat. one picks a fave colour, and then one of the dyeing  programs, and last but not least, the tweaked scarf will be put in a special dryer to regain its smoothness. and all in just 48 hours. additionally, the hermèsmatic pop-up store presents a collection of dip-dye scarves featuring a series of designs from the luxury brand's archives [open through oct 16]. this pop-up store is one of an initial series that has been launched, along with pop-ups in munich, strasbourg and kyoto. location: de bijenkorf, dam 1, ground floor [centrum].

© hermès