Water work: H&M coasts towards pop-up retail

31 : 05 : 2011 H&M : In Blue : WaterAid

The Hague – At first glance it could be mistaken for cargo washed up on the shore. But a large wooden box on the beach of Dutch coastal town The Hague is a new pop-up shop for Swedish retailer H&M.

H&M pop-up, The Hague H&M pop-up, The Hague
H&M pop-up, The Hague H&M pop-up, The Hague
H&M pop-up, The Hague H&M pop-up, The Hague

The temporary beach store, the result of a collaboration between H&M and water sanitation charity WaterAid, will sell a selection of beach essentials such as shorts, summer dresses and espadrilles. The items are only available in blue, to reflect the colour of water in the ocean. A quarter of the proceeds from sales will be donated to WaterAid.

The project is a great way of creating ultra-convenience in retail, and taking a specific range directly to customers. We explore this concept further in our recent Retail Trends market report, available to buy in The Future Laboratory’s online shop soon.

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