H&M Move launches pop-in installation at H&M’s Paris Lafayette store
To celebrate Paris being the capital of sport this summer, H&M has transformed its store in Lafayette with an installation that merges fashion, movement and technology.
Developed to highlight H&M Move’s SoftMove activewear collection, the installations have been created by design studio Ray Atelier to provide a visual and tactile journey from the store entrance to the second floor where the collection is presented in a gallery-like setting.
As part of this, abstract robotic mechanisms can be seen testing the material to offer visitors a dynamic demonstration of SoftMove’s capabilities. There is also a dedicated “take-care station” where customers can have a French symbol embroidered on their H&M Move purchases to remind them of the summer of 2024 and the city’s hosting of the Olympic Games.
Commenting on the range, Marie Fredros, head of design at H&M Move, said: “Comfort, style, and performance – all in one activewear kit. Designed with Paris in mind but perfect for anyone who wants to be active in style.”
Never Miss a Retail Update!Meanwhile, the outside of the store features immersive installations in the windows and larger-than-life imagery of supermodel Irina Shayk, who is fronting the campaign for the collection.
The installations will remain in place until the end of August.
