Hermès has transformed New York’s Pier 36 into an immersive crime scene for its “Mystery at the Grooms'” activation, running through June 29th. This interactive experience invites participants aged seven and up to solve the mystery of missing horses within the intricately designed Grooms’ House, where clues are hidden among displays of Hermès’ diverse product lines. By integrating its sixteen métiers—from leather goods to ceramics—into a theatrical treasure hunt, Hermès turns traditional luxury browsing into an engaging adventure that encourages active participation rather than passive observation.

This innovative gamification reflects a broader retail trend toward experiential storytelling, allowing luxury brands to capture attention through narrative-driven engagement. By offering a free, family-friendly, hour-long detective game, Hermès makes its historically exclusive brand more accessible and approachable, creating memorable interactions that blend mystique with inclusivity. Following its debut in Shanghai, the installation will travel to Tokyo, Singapore, and Paris, exemplifying how luxury brands can evolve to connect with wider audiences through creative, immersive experiences.