Every reflection hides a surprise
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.
›Design Team Gavin Elliott and Jeroen van Laarhoven
›Graphic design Ruben de la Rive Box
›Photography Dim Balsem
›Images & design property of UXUS