H&M FASHION SHOW

Installed at the heart of the 180 Strand of London UK courtyard, this H&M spaceship becomes the architectural setting for a hybrid fashion show blending the real and the virtual. 

With its tiered structure evoking an arena and a monolithic core wrapped in screens, it offers the audience a constantly evolving experience where choreographed movement meets digital landscapes, and reality merges with immersive fiction. 

Conceived as a scenographic tool, this adaptable architecture shapes infinite visual worlds, each reflecting a collection’s identity and animated by a light show that leads the audience through figurative and contemplative spaces. 

The occasion to activate this living structure, unfolding over an extended program and evolving into a contemporary forum where installations, live broadcasts, and collective emotion come together. 

At the center of the show space are 4 curved modules with outdoor LED screens on the outside and light boxes on the inside. The screens are part of the core concept in order to link content to the 3 different collections presented by H&M. The inside light boxes are aesthetic but also very important for the press photos that were in that axis.  

The placement of the modules allowed for a trap door in the center of the stage allowing for a more flexible model path but also a ’surprise’ stage entrance for the performance of Loa Young. 

For the rest of the set we had an elevated amphitheatre like layout to allow 700+ guest. The elevation of the set had several purposes, the first one is linked to a backstage passage way for models / technical to access trap door etc and the second is because in the third act (each collection was linked to an act) was based on the idea of real time IMAG. With a carefully thought out camera plot, we were able to diffuse live video capture and the beginning of the act started underneath the set - this meant that the public saw the whole inside of the structure they were seated on, we chose to embrace this aesthetic of scaffolding in contrast with the very clean red set.  

Credits: 

Matiere Noire - Show concept, scenography and light design 

@matiere.noire.paris 

Kennedy London - Creative direction & production 

@wk_ldn 

2manydjs - Sound design 

@2manydjs 

Special offer inc - Content and graphic direction 

@specialoffer.inc 

Mr James Barnes - Video capture 

@mrjamesbarnes 

Harry Alexander - choreography 

Piergiorgio - casting director 

@piergiorgio 

Jacob Kjedgaard - stylist 

@kjeldgaard1 

Phil Marfleet - show director 

@philmarfleet 

Noctestudio - CGI artist 

@noctestudio