Home Reflections by H&M in collaboration with UXUS Design is the first of a series of installations to follow at the H&M Home Collection headquarters in Stockholm. On September 25, 2009 H&M launched their new line which is an expected brand extension for a retailer to expand their product range from apparel to home textiles and accessories. H&M Home has been around on the web for quite a while and now they also have a space where you can actually feel the stuff, and experience the ultimate shopping extravaganza up close. Now that is important!
However, this is no ordinary H&M Home line as they didn’t want to create just another H&M Home product range! They opt for risky and creative brand reinforcement via the impressively creative showroom installed by UXUS Design in their space in central Stockholm. Home Reflections is just the beginning of a series of installations, with a lot of *reflection* by the means of mirrors to reflect on how this brand new experience of interior design moves a step beyond from the familiar home design environment to a creative exhibition-like setting and the customer becomes both the critic and the creator of his own composition.
UXUS approached the project by creating a “gallery” of fun fashion home products which encourage the customers to touch and explore the installations. H&M Home is a gallery/showroom using poignant product presentations, which threshold on art, to encourage customers to engage with the brand. The design approach assists the customer greatly in engaging with the brand as the store is more like an exhibition that will feature different themes.
The first installation Home Reflections with the combination of mirrors and suspended furniture creates an exhibition that reminds us of a scene from Alice in Wonderland as she falls down the rabbit hole and sees everything upside down! While the mirrors reflect the craze and vibrant colors as if we are in Wonderland but not Alice’s! Anyhow, this shop installation imagines the world through a looking glass, and explores the ever-changing relationship between identity and style. The design reflects the eclectic taste of today and is really inspiring; the best of all though is that you can also shop the objects from the exhibition!
To view the new installations by UXUS Design at the H&M store log on to this article again in a week as the fantastic installation Home Reflections will be updated by INTERACTION// October 12, 2009 – November 1, 2009!
(About H&M // H & M Hennes & Mauritz AB, is a Swedish clothing company, known for its fast fashion clothing offerings for women, men, teenagers and children. H&M has more than 1,800 stores in 34 different countries and employs over 73,000 people. H&M has the 66th most recognized brand in the world, worth $11 billion. H&M describes its mission as “Fashion and quality at the best price.)
You can visit the installations which will be set up and changing till the first days of the new year 2010 at the H&M Headquarters Store:
Mäster Samuelsgatan 46A
photo © Dim Balsem
UPDATE 14 OCTOBER.2009
The second installation project for H&M Home by UXUS Design has been completed. INTERACTION// October 12, 2009 – November 1, 2009 // The concept of the second installation project finds products from the H&M Home line being displayed as they are suspended on ropes. This installation is entitled Interaction, the project is the second of a series of four temporary installations at the H&M headquarters.