HermèsMatic laundry expands to Turin, Italy

HermèsMatic laundry expands to Turin, Italy

France’s iconic scarf brand Hermès is launching a series of pop-up spaces, named Hermèsmatic, where customers can dye their cherished scarves to give them a new lease of life. Washing machines in the brand’s signature orange color give scarves a blue or pink rinse, and a dryer restores them to their original softness. The process takes 48 hours and is free of charge for customers.

HermèsMatic has recently arrived in Italy, beginning from Turin (Via Maria Vittoria 2) and soon expanding to Palermo. Each Hermès pop-up also features a store selling scarves in signature patterns drawn from the house’s archives. Similar laundromats have already launched in Geneva, Lyon, Paris, Amsterdam, Strasbourg, Munich and Kyoto.