The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2021 One Show - Design

H&M Looop

Agency AKQA / Stockholm + Universal Design Studio / London + H&M / Stockholm + Kühl & Han / Copenhagen

Client H&M


Spatial Design / Experiential & Immersive

Annual ID


2021 Awards

Total Points: 45



AKQA / Stockholm
Universal Design Studio / London

Client / Brand

H&M / Stockholm

Production Company

Kühl & Han / Copenhagen


Linus Lövbacka

Executive Creative Director

Johnny Budden

Associate Creative Director

Laura Hunter
Axel Nygårds

Associate Director

Satoshi Isono

Managing Director

David Wedebrant
Anders Sjöblom

Senior Designer

Niklas Andersson
Daisy Roth


Nick Rolls

Associate User Experience Director

Maria Törnkvist

Design Assistant

Niels Hersmann

Group Strategy Director

Talya Pulver-Lindqvist

Head of Customer Experience

Camilla Henriksson

Head of Sustainability

Pascal Brun

Innovation Lead

Erik Bang

Project Manager Expansion

Eric Johansson

Senior Project Manager

Flavia Ancuta

Senior Web Developer

Mateenah Mateenah

Sustainability Manager

Felicia Reuterswaerd

Visual Director

Matias Hansen
Morten Kühl

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