Conscious Lounge Pop-Up


FormRoom were invited by H&M to help transform the 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 space 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 was 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.

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