H&M Looop

Reimagining sustainable fashion through integrated physical and digital experiences

The world's first garment-to-garment recycling system takes centre stage at H&M's Stockholm flagship

Our 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, the 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 the main space, a large workbench forms the focus of the retail area and product samples are displayed on large leaning loom frames and mannequins.

This concept narrative follows through to other fixtures and pieces of off the shelf furniture that have been designed and selected to feel as though they belong to an active, work in progress studio space. Materials such as recycled black rubber, hot rolled blackened steel and plywood have been selected to add to this functional aesthetic.

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.

The AKQA team 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.