The Conscious Lounge

In order to raise awareness about its sustainable fashion, H&M turned the fourth floor of its Oxford Circus store into a Conscious Lounge pop-up space, designed to emphasise the retailer’s eco-credentials and share a message of global supply chain transparency.

Visitors were guided around the space, designed by FormRoom, by following a step-by-step guide of H&M’s supply chain. Aside from showing the initial design process, the journey also highlighted H&M’s insistence on using freighters with reduced CO2 emission targets. Shoppers could also browse through collections on an interactive screen and engage via social media using the hashtag #HMclosetheloop.

The Big Picture: Brands must be able to communicate how they are thinking on a planetary, as well as local, scale. Read our Whole-system Thinking macrotrend for more.