Hermès Pop-up Gym Experience arrives in Los Angeles – WWD
Hermès is bringing its pop-up gym experience to Hollywood this summer.
Open from July 21 to 25, HermèsFit will take over the famous Hollywood Athletic Club, founded in 1924 by Charlie Chaplin, Cecil B. DeMille, Joe Crawford and Mae West, among other stars, as a place to work and relax. out, with its own Olympic-size swimming pool, hotel rooms, haberdashery and cigar bar, among other amenities.
Also the site of the first Emmy Awards in 1949, the space has a checkered history, as the headquarters of Island Records and Baby’O Studios in the 1970s and 80s, where the Clash, Beach Boys and Parliament have all recorded, then an upscale pool hall and nightclub in the 90s and Aughts.
Recently it was restored and used as an event space and filming location.
Hermès will take over the premises for the immersive experience launched with a VIP evening on July 20, and open to the public by reservation from July 21 to 25 for daytime classes and nighttime performances, via the brand’s website.
The event follows one held in Williamsburg in November 2021, featuring a rock climbing wall, punching bags covered in Hermès scarves, a “kickboxing with wristbands” class that incorporated the classic Clic wristband designs Clac en émail d’Hermès, a juice bar, a photo booth and more.
It was the first stop for the HermèsFit concept in the United States after an inaugural run in Chengdu, China in May 2021.
Hermès has drawn a lot of attention to Southern California, hosting a “Grand Soir” dinner party at a former Frank Sinatra home in the Los Angeles suburb of Chatsworth in November, and opening a one-night-only Blue Horse restaurant for celebrate the opening of the new 7,100 square foot South Coast Plaza boutique in Costa Mesa in April.
The house also has big plans for next year, when it opens its second Los Angeles-area store in the former Sears anchor space at Westfield Topanga Mall in May or June 2023.
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