Give H&M customers a world-first opportunity; to turn their pre-loved clothing into a new garment, without the use of water or chemicals.
Housed in a giant glass box at H&M in central Stockholm, customers can now remake an old item of clothing with Looop, the name given to H&M’s garment-to-garment machine. Via an app, customers can configure their remake order and select from one of eight new, ready-to-wear designs. They then watch Looop remake their old garment into new, right in front of their eyes.
A striking red yarn installation weaves its way around the physical space, inviting customers to come up from the ground floor. Opposite the machine, eight giant screens display the end-to-end process behind it. Each depicts an individual step as a beautifully animated loop, which come to life as customers walk by. ASMR sound enriches each film to heighten the sensory experience. An accompanying website brings this revolutionary recycling system and its story to a global audience.