Hermès Hosted a Swinging Fête at Its Not-Yet-Open Madison Avenue Store

By Thursday night, New York Fashion Week had concluded, but that didn’t mean the fun was over, because purveyor of crème de la crème objets Hermès hosted a party. With production budgets as high as the Eiffel Tower, the maison is known for event spectaculars (at a soirée last year, the ratio of whole lobsters to partygoers was one to one, and there were larger-than-life-size swans built out of fresh artichokes), and this party was no exception.

The invitation arrived like a puzzle: One had to arrange to obtain the correct address—a mysterious Madison Avenue space located near the Hermès flagship on 62nd Street. It was later revealed that the building would house Birkin and Kelly bags come 2022 as the new Hermès flagship. The space was a work in progress, which fit the theme of the party (Innovation in the Making) just perfectly.

Attending the event were Hermès of Paris president and CEO Bob Chavez, Hermès artistic director Pierre-Alexis Dumas, Jony Ive, Naomi Campbell, Tyler Mitchell, Martha Stewart, Violetta Komyshan, Sophie Elgort, and Indre Rockefeller. Guests explored the party’s four floors, which were like a dimly lit carnival fun house. In addition to the exquisite food (never-ending charcuterie boards and truffle-topped bites) and wine on offer (the Champagne was indeed Champagne—this was a Hermès event, after all!), there were attractions at every turn. Every 24 minutes, the handsome party staff would should out “Eureka!” in unison like a well-dressed cult. Dancers wove through the multi-floor space, fluttering Hermès scarves in their wake. Swings suspended from overhead made for a très popular photo op.

Everyone was at once confused and transfixed by the happenings that surrounded them. “Where are we?” and “What is this?” were commonly heard throughout the night. Responses came in the form of the Eureka! chant. Not an answer, but it was the closest thing anyone was going to get that night.