The team wanted to keep the space fairly clean and simple with a limited colour palette. The first idea was to have the ‘Closed loop’, which is such an important part of the H&M Conscious campaign, vinyled onto the floor so visitors could follow this path to navigate through the space. The Shop-Fit was kept minimal with lots of white and a touch of plywood. Interaction was incorporated through a touch screen, a video wall and a live social media feed. Visitors were encouraged to take a Selfie in the bespoke photo booth designed by FormRoom, sharing their photos using the hashtag #Hmclosetheloop for a chance to win a prize.