ABOUT

H&M have become renowned for their creative designer collaborations, always resulting in large crowds and empty rails. They knew that for their highly anticipated Kenzo x H&M launch they wanted to focus the energy and atmosphere of the instore event to create a buzz on social media in real-time. H&M approached The Flash Pack for a solution.

As soon as we saw the official collection imagery, shot by Jean-Paul Goode featuring model Iman, Vietnamese rapper Suboi and Chance the Rapper we knew that we wanted to attempt the seemingly impossible; we wanted to recreate this high-end visual finish for each and every customer.

Our technical team got to work and they were able to engineer a programming solution to replicate the post-production techniques to generate stunning on-brand social content, available for instant online sharing and photo take away.

We ensured that the photo experience added excitement to the launch, and we designed the production set-up and the DJ booth to amplify the overall brand activation. It channelled the organic excitement into a tangible output that was then shared and enjoyed online, creating the cohesive buzz that H&M had been looking for.

We took an incredible 265 photos which enjoyed an above-industry share rate of 78%