H&M Virtual Showroom

Creating the future of retail experiences.

H&M,
2022

How do we make fashion come alive if we cannot touch it, cannot wear it?

The incredible power of the virtual showroom can build and maintain important relationships. With a remarkable digital brand experience that is available 24/7, businesses can create an immersive experience that transcends location and opening hours.

The virtual showroom is the ultimate platform to connect and engage with business partners whenever and with whoever you choose. H&M's showroom team provides targeted tours to educate the target audience on all the latest trends and topics, such as sustainability and innovative materials.

H&M beyond is taking their innovation game to the next level. Working together with pioneering startups and innovators, they're embarking on future-oriented projects that will change the fashion scene forever. H&M joined forces with digital experts, Journee and Dept, to create their first virtual showroom experience. Get ready to step inside a whole new world of fashion!

Brief

H&M beyond is taking their innovation game to the next level.

Working together with pioneering startups and innovators, they're embarking on future-oriented projects that will change the fashion scene forever.

H&M joined forces with digital experts, Journee and Dept, to create their first virtual showroom experience. Get ready to step inside a whole new world of fashion.

Solution

The H&M showroom is a true reflection of the brand's DNA, designed with innovative and captivating features that provide an impressive experience for all visitors.

From the 'sustainability garden' showcasing the groundbreaking 'aircarbon' material, to the 'campaign room' sharing H&M's innovation stories in a mesmerizing 3D way, the showroom offers dedicated areas that represent unique sub-themes.

With three selectable avatar designs users can discover the showroom in a playful way. Whether you're a fashion enthusiast, innovator, or eco-conscious individual, the H&M showroom promises to add value to your visit with its creative and engaging approach.

Success

The new virtual space is hosted by the PR teams of Germany, The Netherlands, Austria, Switzerland and Slovenia, showing selected H&M collections.

Introducing an exciting new showroom that's gaining attention not just for its impressive PR effects but also its unique KPIs. Hosted for a total of 2,170 hours, the experience welcomed more than 2.2k visitors that averaged an interaction time spent of 13 minutes.

The success of this virtual showroom has been recognized with several prestigious awards, including the 2022 Red Dot Design Awards for Digital Solutions, the 2022 Digital Communication Awards for Innovation (3rd place), the 2022 Lovie Awards for Best Brand Integration - Brand Strategy (Bronze), the 2022 Lovie Awards for Business Fashion & Retail (Bronze), and the 2023 Webby Awards for Metaverse: Arts, Fashion, Retail & Culture (People's Voice Winner).

13

Minutes average visit duration
85%

Of the visitors surveyed rated the virtual showroom experience as very positive.
69%

Stated that the showroom sparked their interest in a virtual H&M brand experience.
80%

Would like to take part in a virtual H&M brand experience as an H&M Hello Member.

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Global Awards

The H&M showroom has won numerous global awards

2022 Red Dot Design Awards / Digital solutions / winner
2022 Digital Communication Awards / Innovation / 3rd place
2022 Lovie Awards / Best Brand Integration - Brand strategy / Bronze
2022 Lovie Awards / Business Fashion & Retail / Bronze
2023 Webby Awards / Metaverse: Arts, Fashion, Retail & Culture / People's Voice Winner

What they say about us

“H&M's virtual showroom is intended as a space for brand activations such as fashion campaigns. These are brought to life in a whole new and exciting way by bringing together innovation, digitization and sustainability. It makes me very proud how much energy, heart and soul our colleagues have put into this project across national borders and departments. We look forward to exploring the potential in the countries of Central Europe and beyond.”

Thorsten Mindermann

Regional Manager H&M Central Europe
Journee is the best enabler and partner to think of! Everyone thinking of a relationship with them- do it.

Oliver Lange

Head of H&M beyond
“Previous digital press meetings were nothing compared to this experience. Amazing space and visual execution, i.e. 3D moving garments in the campaign room.”

GLAMOUR

Magazine
“Congrats to the space. We are in love – especially with the visuals.”

VOGUE

Magazine
“Super cool to experience such an entirely new and imaginary environment. Love the photo booth to share.”

FASHION UNITED

Magazine