"Universal Design Studio’s rolling project with H&M is an example of their ability to tailor solutions to individual sites whilst still creating engaging spaces and brand continuity." —Dezeen on H&M Seoul, 2010
Our remit began with a brief to design a large five storey façade for H&M’s flagship in Hong Kong. Created in 2017, we felt that the design should reflect what H&M is about—fashion, fabric and clothing. For the basis of both the exterior façades, and later the interiors, we developed a rigid geometric pattern that, although seemingly random and unstructured, can be repeated in numerous combinations and translated into various materials and mediums. The sculptural relief creates an effect that softens the hard, dominant lines of the existing building structure, and the façade comes alive at night when concealed illumination turns the store into a dramatically lit beacon. The resulting design was reminiscent of a simple pleated fabric.
Hong Kong, being equatorial, loses daylight early in the evening all year round, which coincides with the city’s after-work, peak shopping time. So that the façade would not be lost in the twilight, we worked on a series of backlit perforations. This helped to draw attention to the façade and also accentuated the folded nature of the aluminium.