Hermès Heads to the Meatpacking District

Luxury with a twist of high-tech is the idea behind the construction of the Hermès Gansevoort Street Unit located in the Meatpacking District in New York City. Expected to open in spring 2019, the Hermès shop will reflect a casual vibe through a new retail concept infused with technological features, allowing for the brand to connect to millenials. The store will not emphasize the well-known formality seen in other Hermès units. The property will also include a roof-top terrace for events as well as a spectacular view of Ninth Avenue.

USA Hermès head Robert Chavez said to WWD that he hopes the store will not only attract existing customers but first-time customers as well. With the newest attraction in the vibrant neighborhood Chavez expects other luxury brands like Louis Vuitton, Cartier and McQueen, whom have been reported to be interested in the Meatpacking District, to open in the near future.

Chavez said the Hermès Gansevoort Street unit will display all their categories but focus on the fragrances, scarves, enamel bracelets and silver jewelry to attract younger consumers. One of the missions of this unit is to have Hermès represent women and men’s lines equally. New York is the brand’s largest market, so it appears they’re doubling down on the US as growth around the rest of the world lags.

Meatpacking District has become a vibrant and active area that continues to evolve. The Whitney- Museum of American Art established there in 2015 and has completely transformed the neighborhood. Hermes wants to be at the forefront of this evolution. Image courtesy Whitney.org

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