In December 2021, Hermès Fit finally arrived in Taipei as part of its world tour. At that time, I had just successfully completed the crowdfunding for my course, surpassing all my expectations in terms of sales.
However, the journey was far from over. After the crowdfunding campaign, the final and most challenging stage of launching an online course began: Course Production. In the two months leading up to the official launch, I was immersed in the relentless cycle of creating, editing, and revising course videos, working closely with the platform’s QC team to ensure everything was perfect. Besides sleeping and eating, every moment was dedicated to course production to avoid any delays.
In the midst of this coincident period, the Hermès Fit event came along. I had been aware of this event beforehand and had watched videos from its previous stops in other countries, which were incredibly appealing. As a devoted follower of fashion, I couldn’t pass up the opportunity to attend, no matter how busy I was.
Hermès Fit was divided into two segments: dynamic and static. The dynamic part consisted of various indoor workout sessions, while the static part showcased products incorporated into the theme of sports. The on-site staff used different exercise postures to enhance the atmosphere within the venue.
The workout sessions featured exercises typically found in a gym. The unique twist was that Hermès products were used as workout equipment. These were not specially made items but regular products available in Hermès stores, creatively repurposed for exercise. This concept echoed Martin Margiela's design philosophy of "deconstruction and reconstruction," suggesting that "an object is not inherently limited to its traditional use; it can be given the freedom to serve new purposes."
Dynamic Activity: Shoe Aerobics Course
Perhaps this explains why Hermès’ dynamic activities are so hard to book. Initially, I couldn’t secure a spot either. But I persisted, refreshing the page daily, hoping someone would cancel. My patience paid off, and I finally snagged a reservation for the "Shoe Aerobics Course."
When I arrived at the event, the first step was to check in, store my belongings, and change into workout gear. They provided bottled water and a small towel. The most intriguing part was selecting a pair of shoes—not to wear on my feet but to wear on my hands!
Why this odd practice? The goal was to highlight the craftsmanship and substantial feel of Hermès shoes. Wearing them on your hands during the aerobic session was similar to using dumbbells. The weight of the shoes added an extra challenge, making you acutely aware of the workout.
The fitness instructor led us through a series of intense aerobic exercises, specifically a Tabata-style workout. Even though I exercise regularly, I found it manageable. However, the next day, I was sore all over. Despite the aches, I had to push through and continue recording and producing my online course. It was quite a struggle. The instructor had an incredible ability to create a motivating atmosphere. My competitive spirit kicked in, and I ended up pushing myself harder than usual—sneaky but effective.
Overall, the fitness course was an absolute fun and interesting. The environment was beautifully set up, and the Hermès products were seamlessly integrated into the scene, without feeling like forced advertising.
Of course, after the course, I had to take a photo with the fitness coach. I deeply admired his expertise and his impressive physique—something I doubt I’ll ever achieve. The experience of doing aerobics with shoes on my hands as weights was beyond anything I had imagined.
A little bonus: The locker area was cleverly designed into a display wall, with screens playing the workout sessions' content, blending functionality and aesthetics perfectly. Truly impressive!
Static Activity: Fit into Hermès FIT
The so-called "static" activities at Hermès FIT were anything but boring. Essentially, they were cleverly designed as a series of engaging mini-challenges wrapped around product displays, enticing you to interact and, eventually, feel the urge to purchase. This approach broke down the traditional, formal barriers of high-end shopping, immersing visitors in a vibrant, joyful atmosphere. It's a smart strategy that only top-tier brands with significant resources can execute.
The event space was divided into zones, each representing different fitness activities such as kettlebell workouts, boxing, and martial arts.
This event has two interactive experiences particularly stood out for me.
The first involved donning boxing gloves provided on-site and stepping into a ring for a mock sparring session with a staff member. Another team member was there to capture the moment on camera, making you look like a pro delivering a knockout punch.
The staff would dramatically "fall" to the ground as if you had truly bested them in the ring. I couldn’t help but wonder how many times they had to act out this scenario throughout the event—truly a demanding task! (Check out the image below for a laugh.)
Feeling a bit embarrassed about this theatrical role-play, let’s quickly move on to the second, more appealing interaction.
Throughout the venue, various small activities were taking place simultaneously. Suddenly, music would start playing, and all the staff would spontaneously begin performing synchronized aerobic boxing moves, drawing everyone's attention to the boxing ring. As the music picked up tempo, the energy in the room soared.
Surprisingly, even the typically reserved Taiwanese attendees enthusiastically joined in. This unexpected burst of synchronized activity was the highlight for me, creating a high-energy and unified atmosphere. I even captured some video footage to remember the vibrant scene.
As the event wound down, reality set in—it was time to face the temptation of the Hermès products on display. While I didn't make any purchases myself (lacking both the desire and the funds), many attendees were drawn to the counter to check out and buy items. I suspect most of these were loyal, long-time customers. The products on offer were entry-level luxury pieces, and I couldn't help but wonder how effective this event was at attracting new customers. (The occupational hazard of a fashion industry insider—always analyzing and predicting brand sales and marketing strategies.)
No matter how you slice it, Hermès consistently stands out among luxury brands for hosting the most engaging and well-thought-out events. Even if you’re just browsing, the level of detail and the seamless integration of "fun" with brand culture are unmatched. Compared to other brands’ more closed or rigid event formats, Hermès captures the essence of enjoyment and brand education. Attending their events not only teaches you about the brand but also leaves you with memorable and enjoyable experiences.
Well, it’s time for me to return to the reality of course production.
Image Credits by Cover : Unsplash / Inside Images : Zion Hu