The Challenge
H&M has gone from strength to strength in recent years following hugely successful campaigns by David Lachapelle and high profile collaborations with the likes of Karl Largerfield, Jimmy Choo and Stella McCartney. Today H&M operates in 34 countries and has 73,000 employees all working to the same philosophy: to bring customers fashion and quality at the best price. With a new flagship store planned for Knightsbridge, H&M chose ODD to transform the store on opening night by attracting celebs and fashion hungry customers to the new experience.
The ODD Solution
The challenge was big. Even though H&M was growing in popularity, it was still not mainstream in terms of a fashion destination. Pop-up stores featured in many a marketing campaign at the time, but we thought we’d use a more literal interpretation and create a pop-up card, with the new store popping up within it. We developed a theme aimed at the savvy youth shopper and adorned the store with bars, DJs and acts such as Tyler James, Queen of Noize and singer Lisa Moorish to attract to young and the beautiful.
Results
Over 1600 people attended on the night, with appearances by Liberty Ross, Erin O’Connor and Peaches Geldof.
Links
http://www.hm.com
See Also
