Conscious Lounge Pop-Up


FormRoom were invited by H&M to help transform the store interior and Lounge space on the fourth floor of their Oxford Circus store into a ‘Conscious Capsule Space’.

Project Features

Retail Interior Design
Interiors & Furniture

Brand Identity

For the re-activation of their conscious message globally, H&M wanted to create a space in their flagship store in the UK. The H&M store interior would seek to communicate their Conscious message to their customers. Visitors would realise the steps they are taking to provide more sustainable and environmentally conscious fashion alternatives.

A touch screen, video wall and a live social media feed encouraged interaction.

“We all share the same values, the same belief in fairness, diversity and equality and the same ambition to lead the change towards a sustainable fashion and design industry.”

Karl-Johan Persson CEO of H&M 

Design & Manufacture

The design direction looked to communicate the H&M message through media content and interaction in a exhibition-like space.

The H&M visual team wanted a clean and minimalistic space with a simple colour palette. The first concept was to have the ‘Closed loop’, which was a core element of the H&M Conscious campaign, vinyled onto the floor so visitors could follow this path to navigate through the space. The shop-fit was kept minimal with lots of white and a touch of plywood. Interaction was incorporated through a touch screen, a video wall and a live social media feed. Visitors were encouraged to take a selfie in the bespoke photo booth designed by FormRoom, sharing their photos using the hashtag #Hmclosetheloop for a chance to win a prize.

FormRoom CNC’d a world map from plywood to get across the transport message and built sleek frames to suspend the clothes in. The central installation was made using unwanted garments which the team cut into strips and threaded through hexagon mounts.

H&M Store Interior

As new shopping behaviours emerge amid the digital and sustainable-conscious era, brands are now looking to create customer-centric spaces. For the H&M store interior, we looked to voice their core values and conscious message, increase the brand awareness and build a lookalike community.

If you’re looking to create an in-store experience to connect customers with your brand, our retail designers collaborate on a wide range of projects to help build a stronger sense of brand love. Contact our team today on +44 (0)207 399 8664.

We use cookies to ensure you get the best experience on our website. Find more info here.