An incredible Hermès pop-up is on now in Alserkal Avenue – and you’re invited…

Iconic French fashion house Hermès is hosting an immersive pop-up in the arty hub of Alserkal Avenue from January 15 to 20. Hermès Carré Club Dubai has set up shop in Concrete, with a whimsical, wonderful backdrop that “alternately conjures up a gentleman’s club, an artist’s workshop, or a private clubhouse”.

Think of it as a fashion-forward funfair – a neon-lit space filled with Hermès-clad hosts, beautiful installations, art talks and masterclasses.

The French brand is best known for its supremely chic silk scarves – and that craftsmanship is on show at Carré Knot, where you can learn the art of knotting a scarf. In the Carré studio, meet the Hermès artists and watch them as they create their stunning designs. Or, visit the Carré Stories activation, where you can pick up a vintage telephone to hear the tales of this fashion icon.

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It’s not all about high-end fashion, however. Discover a quirky, playful side to the luxury label at this family-friendly event, which also includes the Carré Café for refreshments, live concerts, DJ sets, and skateboarding demonstrations at the Carré Park ramp.

If you want to become part of the entertainment, head to Carré OK, where you can sing along to your favourite tunes, have your portrait painted by an Hermès artist, and name one of the hundreds of colours adorning the walls.

Hermès Carré Club has previously popped up in Paris, Milan, New York, Los Angeles, Singapore and Toronto – and the Dubai installation .

Hermès Carré Club programme

Hermès Carré Club is open to the public from now until January 20 – and it’s free to attend – but due to social distancing rules, you’ll have to register in advance. To book your slot, visit:

Hermès Carré Club Dubai, Concrete, Alserkal Avenue, Jan 15 to 20 (registrations are now open). Free to attend. @hermes