Hermès chose the Philippines as the first stop in Southeast Asia for its “Drawn to Craft” pop up experience, bringing the immersive open air event to the Courtyard of Ayala Triangle Gardens in Makati, Manila, on April 11 and 12, 2026.
The Philippines as a First in Southeast Asia
The selection of Manila as the debut Southeast Asian host for “Drawn to Craft” is a meaningful signal from Hermès of the growing importance of the Philippine luxury market. Manila Bulletin Lifestyle noted that Hermès specifically chose the Philippines as the first stop in the region for this activation. The open air setting at Ayala Triangle Gardens in Makati was a natural fit for the event’s outdoor, craftsmanship forward concept, nestled within one of the most prominent lifestyle and cultural destinations in the Metro Manila business district.
An Ode to Craft and Slow Living
Now in its second year globally, “Drawn to Craft” is a three day open air immersive experience that invites visitors to slow down and connect with Hermès‘ deep rooted culture of artisanship and savoir faire. The event is centered on the act of drawing and handicraft, with on site artisans demonstrating the meticulous skills and techniques that define the Paris based house, offering guests an intimate look at the human hands behind the objects. The activation ran daily from 7 a.m. to 6 p.m., open to the public as a free, accessible celebration of craft rather than a conventional retail moment.
Hermès’ Growing Relationship with Manila
This is not the first time Hermès has used Ayala Triangle Gardens in Makati as a platform for community driven cultural activations. In April 2024, the house brought the first ever Philippine edition of its Le Monde d’Hermès magazine kiosk to the same courtyard, drawing park goers into an immersive journey through the house’s annual theme “The Spirit of the Faubourg,” complete with live sketching, a DJ set, and a Pony Dance performance. The return to the same location with “Drawn to Craft” builds on that established community relationship, deepening Hermès‘ engagement with Filipino audiences through experiential storytelling rather than conventional advertising.
Founded in 1837, Hermès remains an independent, family owned company encompassing 16 métiers and a network of 294 stores in 45 countries, employing 22,000 people worldwide, with the majority of its production maintained in France through 60 workshops and production sites.
