Exclusive: Behind the scenes: H&M's new Westfield store

H&M carried out a number of activations to mark the opening this morning (16 September) of its brand new Westfield White City London store, one of the retailer's biggest in the UK.


The retailer, working together with photo experience agency The Flash Pack, created a photo experience to celebrate the grand opening, increase footfall to the store and encourage social sharing.

The activation began at 9am this morning with customers queuing for the 11am store opening. To create a buzz outside of the store before the opening, there were performances from magician and breakdancer, Magical Bones and the opportunity for guests to have their portrait taken by a digital caricaturist.

The first person at the front of the queue at the time of the store opening was presented with a £500 H&M voucher with the others queuing receiving an H&M goodie bag and 25% off instore. To add another element of interaction, The Flash Pack installed a ring light and branded H&M backdrop for each consumer to capture their own H&M selfie as they entered the store.

Consumers were encouraged to share their H&M selfie using the hashtag: #HMInstaTreat to win either a £10, £20 or £50 H&M gift card, dispensed via an Instagram powered vending machine.

To ensure a fun and unique experience for shoppers, the celebrations continued in store with a live DJ and balloon artists and face painters in the kids department. 

Topshop vs H&M: read our Brand Slam here

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