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Luxury brand Hermes rides Panama’s Diablo Rojos

I was walking through Multiplaza Mall this weekend and noticed something bold and striking about the new window displays at Hermes: they are using the infamous Diablo Rojos of Panama as part of their visuals.  Hermes is one of the most expensive, luxurious, and exclusive brands out there.  Not something that would be associated with the crazy colored busses of Panama’s public transportation system.  At first I wasn’t really sure what to think of this since it’s so shocking.  But as you look at the display, it’s genius.  The colors are fun and genuine, and catches your eye right away.  It looks professional, classy, artsy, and unique.  By using something cultural and local as part of the display allows users to feel more connected and have a memorable experience.  Now when travelers in Panama shop at Hermes they are always going to remember their shopping experience in the luxury brand store with a display as crazy as the busses.  I love this idea and it will be interesting to see if other brands here start to copy the same thing.



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