Hermès launches an immersive experience where luxury is part of the game

From June 18 to 29, New York’s Pier 36 becomes the setting for a mystery worthy of Wes Anderson. The house of Hermès unveils “Mystery at the Groom’s,” its second immersive installation that fuses fantasy and savoir-faire into a luxurious interactive narrative.

After debuting in Shanghai, the experience arrives in Downtown Manhattan, transforming an industrial space into The Groom’s House: an imaginary French estate where the caretakers of Hermès horses used to live. They say the horses have disappeared. They say there are hidden clues. They say you are part of the story.

With your smartphone as your only compass, you’ll navigate a series of dreamlike rooms that blend theatricality, technology, and high-voltage craftsmanship. Here, Hermès icons are not mere products: they are keys, artifacts, props in a story that comes to life room after room.

Each visitor has a limited time to solve the puzzle. If you manage to put all the pieces together, you’ll be rewarded with an exclusive dinner that completes this sensory escape.

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Admission is free—though reservations have sold out—but you can still try your luck during the walk-in periods: 11 a.m. to 1 p.m., 2:30 p.m. to 3:45 p.m., and 5 p.m. to 6:30 p.m. Not in New York? Keep calm. Hermès has plans for Tokyo, Singapore, and Paris before the end of the year.

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