H&M’s installation this year at Coachella was a surreal representation of the Palm Springs House where the original campaign for the H&M Loves Coachella collection was shot. The tent featured a garage, living room, and patio with dreamlike photo moments, a pop-up shop for the collection, and a creature comfort yard for festival goers.
Starting in “The Garage” guests were invited to experience multiple activations to begin their journey. Featuring an immersive concaved video booth decorated with kaleidoscopic imagery, festival goers were filmed for 7 seconds, with their videos being retrieved digitally on iPads. One wall was plastered with Post-It notes where visitors posted their own message and made their mark on the weekend. This room was also home to H&M’s core sustainability actions, highlighting our Garment Recycling initiative and urging visitors to always recycle their unwanted garments.
In the “Living Room”, guests had more than three different photo options to experience. Everything from a larger than life sofa to an infinity room highlighting conscious garments from the H&M Loves Coachella collection were captured. Lastly, a mountain peak with suspended clouds was the main photo attraction, giving thrill seeking attendees the illusion of being sky high.
Finally, guests ended out on “The Patio” to do some shopping at the pop-up. The shop included the H&M Loves Coachella collection for guests to easily purchase on iPads. This room was also the last stop to power up with a seating area to charge electronics and a water bottle refill station, educating guests on H&M’s initiatives around PET bottle recycling.