Bola Sociology Design

Design+Innovation: H&M Home

November 3rd, 2009

Swedish retailer H&M has done a partnership with the UXUS collective to create an interaction plataform for the H&M Home line. Known for the online store, the line has most of its profit from the online sales, because of that, the idea is to recreate the site offline, in a fun, entertaining way, in real life.

The 32 meters installation is called “Interaction” and it sits in the brands headquarters, full of house decorative objects organized with tags. When one pulls one of these tags, the machine moves, bringing all the products that are tagged with one particular word closer to the person. Illustrating the idea of connection using ropes allows for anyone to “navigate” the installation like we would browse a website, link by link.

Besides that, they also build a mirrors and furniture installation called “Home Reflection”, where cushions, cloths and table cloths get mixed together and appear to float, in a very eclectic and surreal tone.

H&M is one of the biggest fashion retailers in the world, and is well known for the collaborations, which have included names likeMadonna, Rei Kawakubo and Mathew Williamson, among other personalities and studios. It is considered a pioneer because it is the brand that best manages to bring together the idea of fast-fashion together with design, as we can see in the photos bellow.