Jamie Chung, Hailey Baldwin, Ashley Greene All Stop By H&M’S Transformative Video Experience at Coachella
Jamie Chung, Hailey Baldwin, Ashley Greene helped celebrate
H&M’s seventh year as an official Coachella Valley Music and
Arts Festival sponsor, by bringing their squads to H&M’s
installation tent on-site at the festival grounds. This year’s installation,
titled “REBORN”, takes a journey through a colorful desert landscape
where guests interact with immersive video sets, creating dream like video story
content to be shared on social channels. Actors, Darren Criss, Peyton
and Spencer List and Olivia Holt were also on hand. For the second
year, the H&M tent also had a pop-up shop where festival goers could buy
the exclusive collection, H&M Loves Coachella.
Engaging festival goers into interactive digital and social media experiences
is the focus for “Reborn”, which was housed in a 40x80 ft. tent.
One section of the activation included an interactive and digital photo booth.
Festival squads entered a room with a 360 ° desert scene and green screen
backdrop where they interacted with lighting, video content, live processing
and wind movement in multiple video settings to create a shareable video experience,
available to share on social media channels immediately after.
Attendees were also immersed in H&M’s core sustainability actions
through education highlighting the Garment Recycling initiative and water conservation
efforts. The installations captured the essence of H&M’s “close
the loop” experience, a central commitment of Conscious Actions for sustainability.
Also embedded into the tent were a holistic story of H&M’s water conservation
efforts, featuring a water bottle refilling station.
Alongside the interactive video experience and sustainability space was the
H&M Loves Coachella pop-up shop. The shop included the essential pieces
from the H&M Loves Coachella collection. The Desert Vibes Select Shop delivered
a compact retail experience at the center of the tent to allow guests to shop
quickly and easily through a shoppable lookbook on Ipads.
Follow H&M on social media at @HM, @HMUSA
Photo credit: Mike Windle for Getty Images