New York's Pier 36 has been transformed into an elaborate crime scene by Hermès. The French luxury house's Mystery at the Grooms' activation runs through June 29th and invites participants aged seven and up to play detective in a theatrical quest to find missing horses — a quest that cleverly disguises product displays as interactive entertainment.
The experience centers around the Grooms' House, a meticulously crafted set where caretakers live alongside their equestrian companions until the horses mysteriously vanish into the brand's own merchandise. Participants must decode clues scattered throughout rooms that double as curated displays of Hermès' sixteen métiers — from leather goods to ceramics to ready-to-wear. It's an approach that makes browsing feel like an adventure, turning potential customers into active participants rather than passive observers.
Mystery at the Grooms' debuted in Shanghai in December 2024; Tokyo, Singapore and Paris are lined up as the installation's next stops.
TREND BITE
This gamification reflects a broader shift in retail, where brands increasingly compete for attention through experiential storytelling rather than traditional showroom displays. By embedding products within a narrative framework, Hermès transforms what could be intimidating luxury browsing into an accessible treasure hunt. The free, family-friendly format democratizes engagement with a brand historically associated with exclusivity, while the hour-long sessions create focused, memorable interactions. Hermès' detective game demonstrates how luxury brands can maintain their mystique while becoming more approachable — creating stories people are happy to explore.
