INDIO, Calif.--(BUSINESS WIRE)--Jamie Chung, Hailey Baldwin, Ashley Greene helped celebrate H&M’s seventh year as an official Coachella Valley Music and Arts Festival sponsor, by bringing their squads to H&M’s installation tent on-site at the festival grounds on Friday night. This year’s installation, titled “REBORN”, takes a journey through a colorful desert landscape where guests interact with immersive video sets, creating dream like video story content to be shared on social channels. Actors, Darren Criss, Peyton and Spencer List and Olivia Holt were also on hand. For the second year, the H&M tent also has a pop-up shop where festival goers can buy the exclusive collection, H&M Loves Coachella.
Credit: Mike Windle for Getty Images
Engaging festival goers into interactive digital and social media experiences is the focus for “Reborn”, which is housed in a 40x80 ft. tent. One section of the activation will include an interactive and digital photo booth. Festival squads will enter a room with a 360 ̊ desert scene and green screen backdrop where they will interact with lighting, video content, live processing and wind movement in multiple video settings to create a shareable video experience and will be available to share on social media channels immediately after.
Attendees will also be immersed in H&M’s core sustainability actions through education highlighting the Garment Recycling initiative and water conservation efforts. The installations will capture the essence of H&M’s “close the loop” experience, a central commitment of Conscious Actions for sustainability. Also embedded into the tent will be a holistic story of H&M’s water conservation efforts, featuring a water bottle refilling station.
Alongside the interactive video experience and sustainability space will be the H&M Loves Coachella pop-up shop. The shop will include the essential pieces from the H&M Loves Coachella collection. The Desert Vibes Select Shop will deliver a compact retail experience at the center of the tent to allow guests to shop quickly and easily through a shoppable lookbook on iPads.
Follow H&M on social media at @HM, @HMUSA and #HMLovesCoachella
H & M Hennes & Mauritz AB (publ) was founded in Sweden in 1947 and is quoted on Nasdaq Stockholm. H&M’s business idea is to offer fashion and quality at the best price in a sustainable way. In addition to H&M, the group includes the brands & Other Stories, Cheap Monday, COS, Monki and Weekday as well as H&M Home. The H&M Group has more than 3,900 stores in 61 markets including franchise markets. In 2015, sales including VAT were SEK 210 billion and the number of employees is more than 148,000. For further information, visit hm.com.