H&M’s Home collection sees doubles while reflecting on its identity.
As early as 2008, while other brand were just beginning to consider the possibility, H&M Home collection was one of the first online catalogues to make the transition to a proper retail store with merchandize. It all started at H&M headquarters in Stockholm, marking the dawn of a new trend.
Next to selling for the first time the entire Home collection in a retail store, H&M also stimulated its customers to reflect on the its identity. Then and now, the brand keeps contemplating its meaning and making statements thanks to a gallery/showroom with ever-changing installations and activities.
For the launch of the first brand activation a series of trompe l’oeil installations, representing familiar pieces of furniture in 3D, were suspended from the ceiling to contemplate their mirror images above and below. A playful, black and white presentation doubled up to reflect on the different possibilities of each product. Every day elements and colourful accessories complemented each other in style.
›Stockholm
›For H&M
›Design Team Gavin Elliott and Jeroen van Laarhoven
›Graphic design Ruben de la Rive Box
›Photography Dim Balsem
›Images & design property of UXUS