Architecture & Interior Design
H&M Looop | Universal

H&M Looop
Stockholm

Client
H&M

Status
Completed

Collaborators
Creative Direction and Digital - AKQA

The world's first in store garment-to-garment recycling system. Read More

Universal Design Studio and AKQA 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, the first time this garment-to-garment recycling system has been implemented by a fashion retailer.

 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, 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.

The 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.

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.

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