Hangin’ loose: Homewares store features interactive installation

Stockholm – Wardrobes suspended in space, bathtubs hanging from the ceiling and sofas in mid-air confront visitors to the ‘Through the looking glass’–themed gallery for the launch of H&M’s Home Collection Showroom.

A collaboration between the H&M design team and Amsterdam-based design collective Uxus, the ‘Design Reflections’ installation encourages consumers to touch and explore the exhibits, which were all created using products from H&M’s new homewares range. The collection is currently available in Sweden, Norway, Denmark, Finland, Germany, Austria and the Netherlands.

Open until 11 October, the exhibition sees the brand engaging with consumers through interactive design. It’s a trend we are likely to see more of, as bricks-and-mortar shops continue to compete with online retail.