Inspired by a canteen spirit, Hermès tapped MCC to debut a series of VIP dining experiences to celebrate the debut of Hermès Self Service, an in-store installation transforming its Madison Avenue flagship into a playful cantina to showcase its newest collection, ‘A Walk in the Garden’ by Nigel Peake. Complete with trays, beverage carts and racks in Hermès orange—all set with La Table Hermès—as well as other playful elements, the installation celebrated the ability for the brand’s tableware collections to be used in the most casual and informal of settings—looking equally as striking on a cantina tray as formal dinner table.
Leading up to and following the launch of Self Service, MCC secured high-level press on the concept both introducing La Table Hermès to a new audience and affirming its position for design media. News of the installation appeared across a range of top outlets including T Online, Cool Hunting, Town & Country.com, Architectural Digest.com and many more. Additionally, MCC played an instrumental role in the success of each event, inviting and confirming VIP influencers, A-List media and important members of the design community to attend three immersive Self Service meals. Dominating social media, Self Service was enjoyed with a fork, knife and iPhone in hand as guests interacted with the concept.