H&M

Williamsburg_Chapter 03:
Isla Hennes

march 2023

For the third installment of H&M’s experimental pop-up in Williamsburg, The Gathery was tasked with bringing H&M’s mystical spring collection Isla Hennes to life. Loosely based on ‘The Island of Sirens,’ Isla Hennes is a mythical Mediterranean island rumored to possess a magical landscape, healing rocks that glow at night, meadows of extraordinary flora, and aquamarine beaches inspired by the famous color ‘Hennes Blue.’

As such, the store and event designs were imbued with elements that encouraged our guests and visitors to explore different aspects of their identities through fashion and inspire each to find their goddess within. In celebration of the opening H&M: Williamsburg_no3: Isla Hennes, VIP guests were invited to an imaginative, scenographic, and intimate dinner party with local culinary highlights curated by Chef Camille Becerra.

Featured activations, which were spotlighted during the event, included The Show, a stationary fashion show created via a choreographed series of lighting, music, and LED screens, as well as, tarot-inspired “Style Readers” who provided readings for guests, and the use of a hologram machine to create vacation ready content for H&M’s ongoing in-store community campaign. Here, the popular and mythical holiday destination became home to inspirational goddesses whose style is universally admired and celebrated locally. 

Services

Brand Strategy & Planning
Creative Direction
Experiential Design 
Copywriting 
Graphic Design 
Custom Fabrication 
Web & Digital
Event Management & Production