AKQA and Universal Design Studio have collaborated with H&M Group and other partners on H&M Looop, a new destination within one of H&M’s central Stockholm stores showcasing the possibilities of garment-to-garment recycling. A world first for fashion retail.
The garment-to-garment recycling system, Looop helps to close the loop on fashion and is new ground-breaking technology that involves reducing old or unwanted clothing to yarn. This is then combined with new yarn, which is in turn processed to create a new garment from a collection of items.
Joining forces to envision the digital experience and interior design, AKQA and Universal’s approach was to echo a creative fashion atelier, celebrating the craft and process at the core of this new technology, rather than the end product. As such, Universal’s interior design of the space is reminiscent of an exhibition, guiding visitors on a journey that the garments take towards becoming a new design. In addition to the experiential retail space, a striking yarn installation travels through the space, using this as a symbolic representation of the recycling process and a way finder from the entrance to H&M’s Looop.
Universal’s partners, AKQA, architected a full digital customer experience across every touchpoint, weaving together product and service for every customer. An in-store app, bespoke micro-site, educational visual displays and ASMR sound showers bring to life the experience in a tactile way across digital for everyone to experience.