H&M x StudioXAG: Move Launch

For our latest project with H&M, bright yellow graphics combine with an array of juxtaposed objects that inspire movement in all its forms. Accessibility, inclusivity and diversity are key pillars of the brand, and our design work uses humour and irreverence to communicate this.

An active in-store experience complemented playful global windows inspired by the brand manifesto, drawing parallels between ‘athletic’ movement and ‘everyday’ movement. 13 key cities across Northern Europe had their store windows donned with a variety of unexpected creative concepts such as basketball nets or the wastepaper baskets, the surfboard or the ironing board, the punch bag or the pinata – a celebration of all movement, however you move.

The creativity continues in store, with rolls of bouncy foam beneath products that are designed to appear as they are caught midair. The project also involved a variety of digital concepts, which manifested as large screens that trace the movements of shoppers as they browse the new collections.

The project was a valuable opportunity to use the power of design thinking and creativity to launch a brand with purpose, that champions accessibility and gives a reason for shoppers to smile.