Hermès – Apps and Orange Boxes Observatory

Hermès is certainly having a great year. Following up from my last post on ‘Je Suis Un Cheval‘ and ‘Saddle Personaliser‘ here are the other initiatives by Hermès that certainly top the luxury fashion brand digital campaigns list.

The Break App

The App is best described by the brand on their YouTube channel as

A random dose of Hermès
The handy app to help you take a break from the harsh realities of office, airport or public transport…or even a dull date.
Pull the tie and let the game begin!

Each time the user opens the app there is a new surprise content in form of short films, games, tie pattern videos, funny stories, new collection info and even tutorials/tips on how to tie a tie. The fun part is that the user has to pull on the signature orange tie to reveal a new piece of content.

Silk Knots App

The Silk Knots App shows the latest collection of scarves and step-by-step guide on they can be worn in so many interesting ways, as we see in the video preview.

Besides the apps that focus on their signature collections, Hermès also launched an interactive version of their bi-annual magazine on tablets Le Monde d’Hermès.

Users interact with each piece of content and create an origami bestiary out of a selection of images and share these with their friends. The call-to-action drives readers directly to the store locator with the message saying ‘ Where can I find Le Monde d’Hermès?

After all this great work, there is finally some fun content on the Orange Boxes, the DNA of the Hermès packaging and corporate brand identity. I really like how Hermès tries to imagine what the Orange Boxes are actually up to. A series of short films show different shapes and sizes of Hermès boxes doing funny things representing a wild creature…I mean we see animation revealing animal-like behaviour in a fun way. The series of videos have been released on their Facebook page and on a playlist on the YouTube Channel. So far there are 6 videos, may be more to come.

To sum up, the color orange became a part of the Hermès packaging since the World War II post era, when there was shortage of paper supplies and orange colored bags were mostly more easily available and till today the color remains and the orange boxes have evolved over the years and look as luxurious as their products.

Hopefully there is an app coming on the ‘Orange Boxes’. Oooo! I have ideas….but won’t give it away here 😉

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