The clothing brand worked with Projection Artworks, Pavegen and Sfd on the project, which aims to encourage shoppers to ‘think green’ and recycle their unwanted clothing.
Projection Artworks devised the 3D projection mapped animation, which begins with giant green waves washing up the façade of the building, and takes its inspiration from the initiative's environmental imagery.
Pavegen created two installations that are located within the store. The first is a 24-tile installation situated at the entrance to the store, which powers lighting strips that are illuminated through shoppers’ footsteps. The second is a 27-tile walkway on the fourth floor, which powers an interactive wall.
Sfd is behind the ‘pin wall’ on the fourth floor, whereby for every batch of recycled clothes a token is given which can be inserted into the light wall, transforming the colours and turning the display green.
Kelly Eagle, head of outdoor, Projection Artworks, said: "Projection mapping cuts through everyday media and stops shoppers in their tracks. The project’s simple but bold projection mapping techniques really helped bring Oxford Circus to life. By cutting through the clutter, the projection hopefully got people noticing and thinking about H&M’s admirable World Recycle Week initiative."
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