Hermès on tour: J'aime mon Carré pops up in East London

French luxury brand Hermès is taking its microsite campaign J’aime mon Carré on a pop-up tour of London.

The website was launched earlier this year and invites youthful Hermès customers to post images and videos of themselves wearing their Hermès scarves in Paris, Tokyo, London and New York.

This is where luxury brands and street style converge to provide modern and relevant social media campaigns that change consumers' perceptions of brands. Burberry's Art of the Trench did it first now it's the turn of Hermès.

‘It’s a new way for Hermès to talk to a younger customer,’ Pauline Vilbert, head of UK communications told me. ‘We’ve chosen an out-of-the-way area like Arnold Circus in Shoreditch. The pop-up store will then move to Westbourne Grove in Notting Hill for another two-week stint. We wanted to take the J’aime mon Carré website and give it a little tour for our London customers.’

The East London launch event, held in the Rochelle School of Arts, Arnold Circus was hosted by indie band Warpaint who did a set while London's fashionista's experimented with gifted Hermès scarves! What's not to like!