The Event

The Hermes handbag is a recognised global symbol of luxury and timeless elegance. Founded in Paris in 1837, the Hermes brand continues to innovate and delight with a subtle balance of traditional style and modern aesthetic.

In an eyecatching promotional campaign of Selfridge stores around the UK — including Manchester, Birmingham, London followed by several of Hermes European Concessionaire stores — a 4 metre high “walk-in” experience of the world-famous Hermes Kelly handbag was created.

When Hermes brought the giant Kelly bag to the ground floor “Wonder Room” of the London flagship Selfridge store, Sound Division was asked to assist with the building of a customised surround-sound, audio visual system.

The brief called for the projection of three short, augmented-reality film simulations. The walk-in visitor would select an option to experience various social encounters as a Hermes Kelly handbag being carried around by its owner, and feeling as though you were really there.

The legendary Kelly Bag is named after former Hollywood film star, and Monaco royalty, Grace Kelly. A photograph of Kelly carrying a Hermes handbag was featured in Life Magazine in 1956, creating an instant fashion sensation — and iconic status that endures to this day!