H&M INNOVATION STORY



Type: Installation Design 
Collaborator: H&M
Location: Copenhagen, Denmark
Status: Completed, November, 2022

Photos by: Spacon & X







By the end of 2022, Spacon & X was contacted by fashion giant H&M to incite an exciting collaboration in the intersection between the physical and the digital. Spacon & X created an installation design and an event concept to present the launch of H&M’s new Innovation Story collection. The installation was based around the three pillars of their launch: 1. their digital metaverse collection, 2. a rental collection and a 3. RTW-collection. The design itself aimed to enhance the digital world and presents its opportunities that promote circularity, sustainability and the future of the fashion industry.

H&M was inspired by the ways in which Spacon & X had previously been working in the intersection between the physical and the digital, between the real and the artificial in installation designs such as the Shaped by Silver and the Stine Goya AW22 fashion show. The result ended in an interactive experience in the intersection between the digital and the physical world.








The event design itself took its point of departure in an inspiration of art installations rather than the traditional fashion show format within the fashion industry, to showcase the ‘’break-free’’ from the status quo that H&M is currently undergoing.

In order to reflect the sustainability aspect of the new collection, the installation aimed to work with repurposing, circularity and upcycling in a way that complements the existing space and that makes the installation as emission free as possible. To contrast the rawness and industrial resemblance of the rented space by creating a sense of tactility, we reused curtains to act as a backdrop as well as to enhance the acoustics.






In order to reflect the sustainability aspect of the new collection, the installation aimed to work with repurposing, circularity and upcycling in a way that complements the existing space and that makes the installation as emission free as possible. To contrast the rawness and industrial resemblance of the rented space by creating a sense of tactility, we reused curtains to act as a backdrop as well as to enhance the acoustics.


The ready to wear collection was shown in two parts of the space, the rental collection on distorted mannequins and the ready to wear line on a hanging rack with a levitation effect. The distorted and shattered mannequins were produced by S&X productions using recycled plastic, that was again after the event was over, recycled for a second time. The hand-made mannequins resulted in no offcuts, as a conscious choice of being limited by the existing material. In essence, an unconventional way of presenting a rather unconventional and innovative collection.







Lastly, Spacon & X was also part of the general event planning that was based on integrating local talents and previous collaborators who work with organic products from our network. As such, the drinks were provided by JOJO, food concept by Kiin Kiin Bao Bao and music by upcoming talent Cynnamon Gyrl.






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