NNEJI AKUNNE
H&M GREEN STORE CHALLENGE
Mönckebergstraße | Hamburg, Germany
CLIENT:
H&M
LOCATION:
Hamburg, Germany
CONCEPT:
Creation | Design | Print
BRIEF
Create a concept ‘Green Store’ for H&M on Mönckebergstraße, one of Hamburg’s main shopping streets.
WORK
The Green Store prototype was designed to be sustainable in terms of materials, construction, energy, operation and other aspects and was realized in Hamburg, Germany. The prototype was designed to be scalable to H&M stores worldwide, economically beneficial and to make the idea of sustainability tangible for customers and employees.
The idea for design was based around a loop structure, to hint at H&M’s attempts to move towards a more circular economy. This formed the basis of the space with entirety of the materials used either being recycled or repurposed with communication elements at a number of points throughout, where you could see both what H&M was doing to address social and environmental issues, and how the general public could get involved too.
RESULTS
The Green Store successfully started a conversation across a number of audiences about what a retail space can do to inspire a more sustainable, whilst still fashionable lifestyle.
The loop design travelled initially to Munich where it was again displayed.
The idea of closing the loop has fed into a recent video from H&M showing ongoing work in the field of sustainability from the fashion brand.