For our senior Brand Communications capstone, our team tackled the challenge of making Hermès more engaging and aspirational for Gen Z — a demographic that values authenticity, innovation, self-expression, and sustainability but may not yet afford luxury goods. Our strategy: design an immersive brand activation, The Hermès Cavalier Club, centered around the Kentucky Derby. This campaign merged Hermès' equestrian heritage with modern luxury experiences like influencer-led PR content, custom accessories, and a one-of-a-kind event. The activation aimed to build emotional connection, brand desirability, and long-term loyalty among young, style-driven consumers.
With Hermès’ strong legacy in luxury, our challenge was to connect with aspirational Gen Z consumers who value authenticity, innovation, and self-expression — but may not yet afford the brand. We chose the Kentucky Derby as the centerpiece of our campaign because it aligns with Hermès’ equestrian roots and offers a culturally rich, visually striking platform to reintroduce heritage through modern luxury experiences. In recent years, the Derby has also seen a rise in attendance from Gen Z influencers, making it a timely and trend-forward opportunity to engage younger audiences where fashion, social media, and tradition intersect.
Experiential Campaign Idea
To connect with Gen Z while staying true to the elegance of Hermès, we selected influencers who embody both modern relevance and timeless luxury. Each influencer received an exclusive PR package featuring Hermès products and a personalized itinerary and style guide, encouraging them to share their unboxing and pre-event experience on social media. This generated early buzz and engagement leading up to the Derby. These influencers were also granted access to the private Hermès suite at the Kentucky Derby, where they could enjoy the event in style — reinforcing Hermès as both aspirational and attainable for the next generation.
Influencer and PR Strategy
Welcome to The Hermès Cavalier Club
Our experiential activation, The Hermès Cavalier Club, invites Gen Z consumers to “Ride Through Time and Style Your Future.” Set at the Kentucky Derby, this immersive environment blends tradition with modern luxury through intentional design and exclusive experiences. Taking place the evening of the main Derby event, the Cavalier Club transforms into an open-to-the-public after-party for all race attendees. The floor plan features rooms named after iconic racehorses, interactive spaces like the Jane Birkin Charm Bar, saddle-making demonstrations, and a premium lounge experience. Designed to encourage content creation and emotional connection, the space positions Hermès as a heritage brand reimagined for a younger, style-conscious audience.
Activations
This immersive activation honors Hermès’ origin as a saddle-maker while educating and inspiring a new generation of luxury consumers. Guests can witness the craftsmanship firsthand through live saddle-making demonstrations by Hermès artisans and explore the artistry behind each piece. Saddles are available for purchase, reinforcing the exclusivity and heritage of the brand. A large video screen plays a custom visual narrative tracing the evolution of Hermès — from its equestrian beginnings to its iconic handbags — creating a powerful connection between past and present. This experience invites Gen Z to engage with Hermès’ craftsmanship, values, and timeless innovation.
Inspired by the timeless style icon Jane Birkin — the muse behind the iconic Birkin bag — this activation pays tribute to her tradition of decorating her bag with personal trinkets, scarves, and charms to make it feel less “pretentious” and more her own. A large video installation plays archival footage and storytelling visuals of Jane personalizing her Birkin, setting the tone for a meaningful customization experience. At the Charm Bar, guests can purchase exclusive, limited-edition Hermès charms and scarves only available at the Derby event. These accessories serve as accessible entry-level items for Gen Z consumers — allowing them to begin their Hermès journey now, and later pair these one-of-a-kind pieces with a future handbag purchase.
The Consumer Experience
The Hermès Cavalier Club was designed as a fully immersive, sensory-driven experience that brings the brand's craftsmanship and heritage to life in a way that resonates with Gen Z. From a rich, equestrian-inspired color palette and premium textures to a live violinist performing a custom Hermès soundtrack, every detail is curated to evoke emotion and storytelling. Guests are welcomed with personalized elements such as signature perfume sampling and exclusive product interactions, reinforcing the idea of “styling your future self with Hermès.”
Our consumer journey strategically spans the entire Derby day experience — from influencer-driven buzz pre-event to user-generated content post-event. Guests arrive at the watch party, interact with activations like the Jane Birkin Charm Bar, cocktail tastings, and saddle craftsmanship demos, then transition into the open-to-the-public after party. The journey continues online with digital content and limited-time product drops, extending the campaign’s impact and creating lasting emotional connection beyond the event itself.
Key Takeaways
This project deepened my understanding of how to strategically market a luxury brand while staying true to its heritage and values. I learned how to thoughtfully address a real-world business challenge — in this case, engaging Gen Z consumers who may not yet afford Hermès — by developing an experiential campaign rooted in storytelling, aspiration, and brand authenticity. Through every phase of this project, from ideation to execution, I gained hands-on experience in consumer insight development, brand positioning, and crafting immersive touchpoints that build long-term brand affinity. It taught me how to balance exclusivity with accessibility, and how powerful experiential marketing can be in connecting heritage brands with the next generation.