This summer, Hermès has turned public spaces in France into open-air studios, inviting anyone and everyone to pick up a pencil and create. The Drawn to Craft initiative, part of a year-long celebration of drawing, landed in Bordeaux (3–5 July) and Biarritz (10–12 July) with a joyful, participatory tribute to the first spark of craftsmanship: the line.
Whether in the earliest sketch of a silk carré or the measured markings of a saddle stitch, drawing sits at the root of Hermès’ creative process. In these pop-up encounters, the brand brought that origin story outside, where passers-by could join in impromptu workshops. Children, locals, holidaymakers and seasoned artists alike experimented with collage, sketching, and playful interpretations of the house’s iconic motifs. Facilitators encouraged exploration without rules, making the act of drawing feel light, communal, and above all, accessible.
Earlier in the summer, Hermès launched the project in Paris with a one-night transformation of a school into a whimsical “drawing academy”. Guests, guided by eccentric “professors”, took part in classes before gathering for a celebratory “graduation” dinner. The concept blended Parisian elegance with a sense of theatre, reinforcing the idea that craft is as much about joy as it is about mastery.
Why it works
Cultural capital in motion - By taking craftsmanship into public spaces, Hermès shifts luxury from a rarefied context into a shared cultural moment, without losing its aura.
Invitation, not instruction - The emphasis is on participation rather than perfection, which draws in audiences who might otherwise be spectators.
Emotional brand storytelling - Drawing becomes a metaphor for starting something new, aligning with Hermès’ heritage of meticulous creation.
Cross-generational reach - Children and adults can engage equally, creating memories and associations that go beyond a single purchase.
Place-based authenticity - Anchoring the events in French cities reinforces Hermès’ local roots while supporting a global narrative of artistry.
In turning the act of drawing into an open invitation, Hermès not only demystifies its creative process but also builds a richer emotional connection with the public. Every line, whether from a child’s crayon or a master artisan’s pen, becomes part of the same story - one that starts with imagination and finds its way into craft.