Everything about this project was exclusive, starting from the brand itself to the fact that it was a promotional event for an exclusive collection that would only be available to purchase in the H&M showroom.
Bearing that in mind, we were aware that our ideas had to encapsulate, materialize and reflect the dualism of the collection – urban grace and Japan’s minimalism. In order to implement those two natures into the setting, we had to find the venue that had all the preconditions for those aspects, both the simplicity and refinement. And so we did.
The set was designed to be impressive with its practicality, to allow visitors more space and fluidity, but also with a few interesting activations to engage them with.