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.”
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.
