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H&M Looop
Agency AKQA / Stockholm + Universal Design Studio / London + H&M / Stockholm + Kühl & Han / Copenhagen
Category
Immersive Spaces
Annual ID
OS_EX21_057M
About the Work
H&M has invited its customers to be part of a world-first; to turn their pre-loved clothing into new, without the use of water or chemicals. Housed in a stunning, giant glass box at H&M in central Stockholm, visitors can now remake an old item of clothing via Looop, the name given to H&M’s revolutionary garment-to-garment recycling system.
Via an intuitive app, customers can connect with Looop to configure their remake order, selecting size and one of eight new, ready-to-wear designs. They can then watch as Looop remakes old into new, right in front of their eyes.
A striking red yarn installation weaves its way up from the ground floor of H&M to invite all customers to experience the immersive remake space. Opposite the container-sized machine, eight mesmerising screens display the system’s end-to-end process. Each step depicted as a beautifully animated loop, which comes to life as customers walk by. ASMR sound showers enrich each film to heighten the sensory experience. An accompanying website brings Looop’s story of transformation to the world.
In October 2020, a group of inspiring change-makers kick-started the revolution as Looop first whirred into action. Times to remake were booked out by the public – four months in advance.
"We are constantly exploring new technology and innovations to help transform the fashion industry… Getting customers on board is key to achieve real change and we are so excited to see what Looop will inspire." Pascal Brun, Head of Sustainability at H&M.
The innovative technology behind H&M’s Looop was developed by the Hong Kong Research Institute of Textiles and Apparel (HKRITA) in collaboration with the non-profit H&M foundation. Looop in Stockholm is just the beginning, with the technology available to the entire industry to help make bring circularity into the heart of the shopping experience.
Via an intuitive app, customers can connect with Looop to configure their remake order, selecting size and one of eight new, ready-to-wear designs. They can then watch as Looop remakes old into new, right in front of their eyes.
A striking red yarn installation weaves its way up from the ground floor of H&M to invite all customers to experience the immersive remake space. Opposite the container-sized machine, eight mesmerising screens display the system’s end-to-end process. Each step depicted as a beautifully animated loop, which comes to life as customers walk by. ASMR sound showers enrich each film to heighten the sensory experience. An accompanying website brings Looop’s story of transformation to the world.
In October 2020, a group of inspiring change-makers kick-started the revolution as Looop first whirred into action. Times to remake were booked out by the public – four months in advance.
"We are constantly exploring new technology and innovations to help transform the fashion industry… Getting customers on board is key to achieve real change and we are so excited to see what Looop will inspire." Pascal Brun, Head of Sustainability at H&M.
The innovative technology behind H&M’s Looop was developed by the Hong Kong Research Institute of Textiles and Apparel (HKRITA) in collaboration with the non-profit H&M foundation. Looop in Stockholm is just the beginning, with the technology available to the entire industry to help make bring circularity into the heart of the shopping experience.
2021 Awards
Total Points: 3
Merit
Credits
Agency
AKQA / Stockholm
Universal Design Studio / London
Client / Brand
H&M / Stockholm
Production Company
Kühl & Han / Copenhagen
Associate Creative Director
Laura Hunter
Axel Nygårds
Designer
Linus Lövbacka
Executive Creative Director
Johnny Budden
Group Strategy Director
Talya Pulver-Lindqvist
Senior Designer
Niklas Andersson
Daisy Roth
Associate
Nick Rolls
Associate Director
Satoshi Isono
Associate User Experience Director
Maria Törnkvist
Design Assistant
Niels Hersmann
Head of Customer Experience
Camilla Henriksson
Head of Sustainability
Pascal Brun
Innovation Lead
Erik Bang
Managing Director
David Wedebrant
Anders Sjöblom
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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