h&m

Williamsburg_Chapter 04 :
The Gallery

JUNE 2023

For the final chapter of H&M Williamsburg’s experiential pop-up, The Gathery payed homage to art as the most evocative of NYC’s cultural exports — and its longstanding cross-cultural conversation with fashion. 

In partnership with David Zwirner’s Platform, shoppers were invited to interact with shoppable curated art exhibitions which in turn inspired elevated fashion presentations; engage in creative activities via our signature ‘Print On Demand’ service to create their own stylish pieces, and show off customized pieces in our dynamic 3D community campaign.  A feature was the art archival-inspired Style Archive which showcased 10 iconic pieces of H&M fashion design.

Just as H&M has democratized high fashion, the store’s design intent was to make art more accessible to shoppers. Evolving the finishes of a white box gallery, Chapter 04_The Gallery presented three different group shows featuring fellows from the Marsha P. Johnson Institute program, works by artist Jacob Felländer, and the Disney x 100 Trevor Andrew collection. 

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