H&M Divided Pop-Up

The Old Truman Brewery, London.
23 July - 27 September 2015.


H&M approached us with a customer facing brand venture in mind, to celebrate H&M brand – Divided.


We designed a fashion treat for customers, creating a unique pop-up in trendy East London at The Old Truman Brewery in Shoreditch. The event reflected the slick and chic Divided brand, offering a fun and vibrant selection of activities throughout the month.


We created an intimate brand experience for customers, with a chance for customers to browse the new season collection whilst sipping on tea or coffee. In the evening, the space was transformed into a lively music hub, with a mix of DJ’s performing on the weekends. A timetable of exciting workshops were available to fashion lovers at various times during the event, including hair braiding, nail art and jewellery DIY.


The H&M launch was an immersive and explosive event, with the bubbly flowing and a selection of mini food treats available, as guests browsed new season collections and posed for the GIF booth. All leading up to headline act Foxes who performed a sizzling and mind blowing set in the evening to finish the official launch event in sultry summer style.


 The result was a hugely successful pop-up that ended up running for twice as long as originally intended.



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