Dream number 10654: attend the Hermès show jumping tournament at the Grand Palais in Paris

The brand holds Saut Hermès (an equestrian tournament) every year. In addition to the spectacle of the show jumping itself, there is an unreal location and very beautiful decorations.

I really like that this is not just a glamorous social outing of the brand into sports, but a precise hit into the DNA and work with the brand's heritage. Hermes started with the manufacture of harnesses and saddles, so such an event for them is a great continuation of the brand's heritage — and does not look like just a fashionable activation for the sake of a news hook.

In my opinion, there is a special thrill in this! When you don't have to pull some style by the ears, but can simply work competently with what is already in the brand platform. Instead of telling the story of the house, Hermes creates a relevant experience from it that you can participate in.

In short, remember: the strongest idea often lies not in inventing something fundamentally new, but in carefully looking at the root of the brand and extracting the meanings that you already have.