HERMÈS “Avec Elle”
I visited the first day & the very first session of “Avec Elle,” a completely new project jointly organized by HERMÈS and The National Art Center, Tokyo.
I attended the 10:30 session. There was already a line before entry, and admission began just past 10:20.
First, we were guided into a space resembling an art-house cinema.
A guide staff member gave a brief talk, explaining the project.
While a substantial number of people ended up standing, since this space is only for watching a film and hearing the explanation, standing is not really a problem.
After that, we were led to another space—the film set.
Centered on a woman cast for the “Actor” role, the experience proceeds under the premise of “a film shoot in progress.”
Incidentally, the woman who seized the glorious opening-day and first-session Actor spot was “Honma-chan” (details later).
The storyline unfolds roughly as follows.
The story begins with a single “writer” chasing the presence of a certain woman (“her”).
The “writer,” together with us, the audience, walks through the vast film-studio-like venue, discovering the fragments of episodes surrounding “her” that are scattered throughout, and gradually piecing together her portrait through the people who know “her” and through the HERMÈS objects that “she” favors.
One well-styled model after another appears, and the shoot advances as the sets change.
I actually recorded a video—please take a look.
The handsome male model performing at the center is a professional. The woman on the right end is the Actor.
After the shoots on three sets, there is about 20 minutes of free time. You are invited to peek freely at “behind the scenes” in the backstage area behind the sets.
After that, we split into two groups for the toast scene. Each guest takes a champagne glass and enters the toast floor.
Photos were also taken here. After exiting, you can check the photos via a QR code on the back of the pass.
The female models were, without exception, stunningly beautiful.
In the final area, the Actor is shown into a large room. It was almost funny to watch the EXTRAs photographing her with their smartphones as though she were an animal in a zoo enclosure.
Near the exit was a staff dressing room.
Guests were also allowed inside the actress’s dressing room.
It was a stylish space, brimming with an array of HERMÈS products displayed like an exhibition.
Actor
We had a chance to interview the person cast in the Actor role this time.
“Honma-chan” appeared in every cut we filmed that day—an Actor in full activity.
The Actor was given a hardcover book that Visitors could not obtain.
*Note: “Honma-chan” is featured here with her permission. “Honma-chan” is a professional blogger—her site is here: “hommania”.
If you’re going to participate, taking part as the Actor looks more fun.
The Actor “Honma-chan”‘s own report can be found below.
http://www.hommania.com/portal/?p=75564
Summary
On the whole, the “cinema experience” ran for about 50 minutes.
Through the setting of a film shoot, the world HERMÈS creates and the brand’s products, arranged so as to sit naturally within it, offered a comfortable new experience that was extraordinary yet inviting.
It is a generous project where you can, free of charge, enjoy the pleasant feeling of spending time in the same space as beautiful female models and handsome male models.
Note: it seems that “vacant” slots for the Actor role sometimes appear depending on the time. It might be worth checking back frequently!
