Hermès brings interactive installation to New York at Pier 36

Designer Asaf Beiman reimagines the stereo console for a vinyl-loving generation

Last month Pier 36 in downtown Manhattan became home to Mystery at the Grooms’, Hermès’ latest immersive experience. It is a playful yet luxurious dive into the brand’s equestrian roots, transforming a former warehouse into an elaborate fictional French estate filled with intrigue, charm and a touch of surrealism.

Guests are invited to step inside this imagined world, moving through six richly detailed rooms that range from the Head Grooms’ Office to the Pantry and Dormitory. Each space is alive with subtle shifts in light, scent and sound that create a sense of place and narrative. The premise is straightforward but engaging — the estate’s prized horses have mysteriously gone missing, and it is up to visitors to find them. A mobile game guides the search, linking digital clues with physical exploration, and a cast of whimsical equestrian characters helps steer the investigation.

The attention to detail is striking. In the refectory, carrots stand in for cutlery; in the garden, Hermès motifs hide among elaborate floral arrangements; and in the dormitory, a horse curls up under a Rocabar blanket. The installation also doubles as a discreet showcase of the brand’s 16 métiers, which include everything from men’s and women’s ready-to-wear to surfboards, headphones, tableware and, of course, its legendary leather goods. Many of the pieces on display are rare, offering fans a chance to appreciate them up close in an environment that is anything but a traditional store or gallery.

Part treasure hunt and part theatrical production, Mystery at the Grooms’ feels like stepping into a storybook where luxury craftsmanship meets playful imagination, and where the brand’s heritage is brought to life through the art of experience. It is Hermès as you have never seen it before — curious, immersive and quietly spectacular

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Inspiration by Maddalena Gioglio
Rosie Lee Creative